Research On The Causes And Behavioral Evolution Of Negative Internet Word Of Mouth Motivation

In the past 40 years of reform and opening up,China's economy has gradually entered a stage of transformation and upgrading from extensive high-speed growth,and the digital economy has become a new engine for stimulating economic growth.In the context of the global economic weakness,new retail represented by Amazon and Taobao has become a new economic growth point.The vigorous development of the digital economy has spawned a large number of Internet word of mouth.More and more netizens choose to refer to the online word-of-mouth information of products before shopping to support their purchasing decisions.Therefore,how to improve the utilization efficiency of Internet word-of-mouth information and avoid the formation of word-ofmouth crisis has gradually become an important issue that the industry needs to solve urgently.The management of word-of-mouth crisis must be targeted.In most cases,the dissemination of negative online word-of-mouth is not a deliberate planned behavior,but a lack of purposeful unplanned behavior.Word-of-mouth transmission has become an important driving factor for the dissemination of negative word-of-mouth,and is one of the fuses of the word-of-mouth crisis.Therefore,this paper takes "negative internet word-of-mouth communication motivation" as the starting point to explore its causes and results.The so-called "cause" is how the negative internet word-of-mouth communication motivation is stimulated by the negative online shopping experience,and the so-called "result" is how the negative internet word-of-mouth communication motivation further evolves into the behavior of word-of-mouth communication.Firstly,this paper makes a thorough study of the literature related to the motivation of online word-of-mouth and word-of-mouth communication,and makes a literature visualization analysis through Citespace software to find out the research hotspots and shortcomings in this field in recent years.On this basis,we construct a grounded analysis database through in-depth interviews and using Python algorithm to mine online reviews,and through three grounded analysis forms.Segmental coding is used to draw the "story line" of the formation and evolution of negative online word-of-mouth communication motivation,and put forward relevant research concepts.On the basis of previous research conclusions and grounded analysis,a research model of “the causes and behavior evolution of negative online word-of-mouth communication motivation” is proposed.The research model is divided into two parts: one is the "negative online shopping experiencenegative mouth drive" model,and verifies whether the "situational" factor-user involvement plays a mediating role in it;the other is the "negative mouth drive-negative oral behavior" model,and verifies whether the "individual" factor-user self-construction type plays a regulating role in it.Fifteen hypotheses were put forward based on the research model and related theoretical basis,and a questionnaire was compiled to conduct the research.In order to test the reliability and validity of the survey results,verify the fitting degree of the two models,and test each hypothesis one by one;verify the mediating effect of user involvement in Study 1 by Bootstrap method;test the moderating effect of user self-construction type in Study 2 by grouping regression method through the division of personality traits.The main conclusions and management implications derived from the research are as follows:(1)There is a significant positive correlation between the negative online shopping experience of product quality,after-sales service,platform environment and logistics service and the negative online word-of-mouth communication motivation.Attaches great importance to the construction of online shopping quality,providing users with all-round,high-quality products and services,stifling the word-of-mouth crisis in the bud;(2)user involvement in product quality and port conveyor,platform environment and port conveyor There are some mediating roles.Enterprises should pay attention to the needs of users who are highly involved,establish user information feedback channels,optimize the platform environment,and enhance the online shopping experience.(3)The negative network word-of-mouth communication motivation has a significant positive correlation with the two word-of-mouth communication behaviors.And users are more inclined to instant oral transmission,enterprises should pay attention to the comment area,message board,and relevant professional evaluation website plate construction,do a good job of public opinion monitoring and public opinion guidance,timely crisis warning;(4)in the immediate oral behavior mode The user's self-construction type has a significant regulatory role,The industry should carry out user portraits,provide relevant remedial services in a targeted manner,achieve precise marketing,and make the crisis invisible.