The Influence Of Negative Internet Word-of-Mouth Research On Consumer Brand Switching Intention

With the development of Internet information technology,the coverage of the Internet is becoming more and more extensive;at the same time,with the rapid development of electronic commerce,electronic payment and mobile Internet technology,The scale of online shopping users is expanding year by year,more and more consumers are willing to share their shopping experience on the Internet,In particular,when all kinds of instant messaging applications emerge in endlessly,consumers are more able to share information anytime and anywhere,then,more and more internet word-of-mouth information has emerged in large numbers.including positive and negative word of mouth information,the negative word-of-mouth in these internet word-of-mouth information should be more worthy of our attention,because their speed,impact and influence are greater than the positive word of mouth.So it is necessary to study negative internet word-of-mouth.Based on the "The Influence of Negative Internet Word-of-Mouth Research on Consumer Brand Switching Intention" as the theme,studing the influence of negative internet word-of-mouth on consumer brand switching intention from the aspect of sender?information and receiver.And leading the trust variable into research model,Exploring the intermediary role of trust in it.It not only enriches the research content of negative internet word-of-mouth,but also provides help for enterprises to deal with negative internet word-of-mouth,do well enterprise brand management.This paper is based on the study of the relevant literature,according to the theory of information communication process,the Elaboration Likelihood Model and The S-O-R model of consumer behavior structuring research model,putting forward the research hypothesis,Compiling,issuing,recycling questionnaires and arranging data,SPSS19.0 software is used to carry out descriptive statistics,reliability and validity,correlation analysis and regression analysis on the research data,and test the research hypothesis.Finally,the following conclusions are drawn:(1)From the point of view of the word-of-mouth sender,The professionalism of the sender has a significant positive impact on the intention of consumer brand switching,and the trust has partial mediating effect between the sender's professionalism and the intention for brand switching;the relationship intensity has no significant influence on the brand switching intention at a certain level of significance.(2)From the point of view of the word-of-mouth information,the intensity of word of mouth and the number of word of mouth have a significant positive impact on the intention of consumer brand switching,In addition,the trust has partial mediating effect between the intensity of word of mouth?the number of word of mouth and consumer brand switching intention.(3)From the point of view of the word-of-mouth receiver,receiver's product involvement and trust tendency have a positive effect on their brand switching intention,and trust has partial mediating effect between them and brand switching intention.;The effect of the receiver's professionalism on brand switching intention is not significant.