Study On Influence Of Negative Web Reputation Types On Consumers' Innovation Resistance

With the initiation of “mass entrepreneurship,mass innovation”,various types of businesses are keening on innovation and releasing their new products created totally by themselves into market.Undoubtedly,innovation is the driving force for the surviving and development of enterprises.If a business manages to popularizes its new products and services to market,it will be in a dominant position.However,due to the natural resistance of market to innovation,most of enterprises have to face a high proportion of innovation failures once risks of new product proliferation happened.More and more consumers tend to search purchase experience and production evaluations before they buy new products with the popularity of the Internet.Therefore,it is crucial for business to treat and deal with negative web reputation properly.In this paper,the author first makes a literature combining for negative web reputation and innovation resistance,then set the subject as research on influence of negative web reputation types on consumers' innovation resistance.At the same time,the author discusses different influences on consumers' innovation resistance imposed by the subjective negative web reputation and objective factual negative web reputation.The author takes psychology barriers and functional barriers as mediators,builds up the research model for influence of negative web reputation on consumers' innovation resistance.According to this research model,the author puts forward some research suppose.There are several conclusions in this study.First,different types of negative web reputation have different influences to consumers' innovation resistance.Compared with the subjective negative web reputation,objective factual negative web reputation leads to a stronger senses of consumers' innovation resistance.Second,compared with the subjective negative web reputation,the objective factual leads to a stronger sense of consumers' functional barriers.The stronger consumers' functional barriers are,the deeper innovation resistance is.Third,compared with the subjective negative web reputation,the objective factual negative web reputation leads to a stronger sense of consumers' psychological barriers.The stronger consumers' psychological barriers are,the deeper innovation resistance is.