The Impact Of Negative Online Word-of-mouth On Consumers' Purchase Intention Under The Background Of Internet Celebrity Marketing

In the era of rapid development of the Internet,various new economic models have emerged.In recent years,the online celebrity economy has rapidly gained widespread attention with its phenomenal development speed and huge economic benefits.Based on the premise of online celebrity marketing model,this paper studies the influence of online celebrity trust on the negative online word-of-mouth on consumers' purchase intention,and further studies the influence of online celebrity trust on the negative reputation of online monument on perceived value.This study focuses on the impact of negative word of mouth on consumers' purchase intention,and use perceptual value as a mediator to study its impact on the whole process;add online celebrity trust as a moderator in the model and explore its role in regulating consumers' purchase intention.First of all,this paper sorts out the research materials of previous scholars,reviews and analyzes the literature of related concepts,clarifies the current research progress and research results in this field,and then puts forward the concerns of this research.Secondly,based on the literature review and theoretical research,the research theoretical model of this paper is proposed,and the corresponding research hypotheses are put forward.According to the research purpose and research content,a scale on negative online word-of-mouth,perceived value,online celebrity trust,and purchase intention was compiled,and a questionnaire was collected to collect sample data.Finally,the 401 valid data collected were analyzed and tested to verify the research hypothesis proposed in the previous paper,and the corresponding research conclusions were drawn: 1)Negative Internet word-of-mouth elements significantly reduce the willingness of consumers to purchase,including the four dimensions of the analysis,visual cues,number of transmissions,credibility and professionalism;2)Perceived value plays a part in mediating the influence of negative online word-of-mouth on consumers' willingness to purchase;3)Online celebrity trust suppresses the influence of negative word-of-mouth on purchase intention,and online celebrity trust also suppresses the influence of negative online word of mouth on perceived value.Based on the results of the research,this paper provides some suggestions for marketing strategies for e-commerce companies: Efforts to improve the quality of products and services,most of the negative word-of-mouth comes from the right amount of problems;Introduce online celebrity marketing,cultivate the fan base of the company,increase store sales,and gradually form consumer trust;Use multichannel marketing to enhance interaction with consumers and maintain a long-term image of the company's reputation.