The Research On The Impact Of The Negative Internet WOM Content Type On Consumer Purchase Decision-making

In recent years,the research on the Internet WOM in marketing field has been paid more and more attention.The scholars have reached a consensus on the Internet WOM,which has been proved to be a more and more important role in the impact on consumer purchasing decisions.And compared to the traditional face-to-face word of mouth.The Internet WOM has undergone great changes,they speed faster,and are not restricted by time and geographical factors,and have a more far-reaching on consumer purchase decision-making.Therefore,it is necessary to strengthen the relevant research on the Internet WOM.In this paper,the author has combed the previous scholars’research on the Internet WOM,and found that most of the studies were conducted from the aspects of the tendency,the length,the number,the feature of the sender and the receiver,and few of studies have mentioned the influence of the content of Internet WOM on consumer purchase decision-making.Due to the weak joint relationship among Internet users,consumers can not get other information in addition to the content of the Internet WOM when they are reading the WOM,so that they can only focus on reading and judging the content of the Internet WOM to make their purchase decision according to the characteristics of Internet WOM content.However,the author found that previous scholars have few studied the impact of different types of negative Internet WOM content on consumer purchase decision-making,and even nobody has mentioned the moderating effect of product types in this effect.Therefore,based on the theory of product hierarchy theory and consumer decision-making process theory of the Marketing Science,this thesis explores to study the influence of the negative Internet WOM on consumer purchase decision-making from the perspective of different types of negative Internet WOM content,and the moderating effect of product types in this effect.Through empirical research,the following conclusions are drawn:The impact of different types of negative Internet WOM content on consumer purchase decision-making is different;the product type has a moderating effect on the influence of negative Internet WOM content on consumer purchase decision-making,and compared with luxury products,the negative objective comments and the negative subjective comments on the core product attributes of the functional products have a greater influence on consumer purchase decision-making,and compared with functional products,the negative objective comments and the negative subjective comments on the tangible product attributes of the luxury products have a greater influence on consumer purchase decision-making.According to the conclusions of this paper,the author puts forward the following suggestions:For companies.Firstly,they should pay more attention to consumers’ negative comments on the product,find out the root cause,and make some targeted remedial measures;Secondly,different types of enterprises,which produce different type products,should draw a clear distinction between the primary and the secondary when they are avoiding consumers’ negative comments on their own products;Thirdly,the enterprise should establish after-sales service communication channels to effectively eliminate consumer dissatisfaction.For the third party e-commerce platforms and it’s sellers,they can consider guide the content of consumer online reviews in the t specific format,and add screening tool for network reviews.For sellers on the third party e-commerce platform,especially those who are not the company’s direct sellers,they need to play a good role to manage and transmit the content information of the Internet WOM.