The Research On The Re-Diffusion Of Negative Internet Word Of Mouth

Word-of-mouth has always influenced the purchase decision of consumers.In recent years,with the rapid development of the Internet,online word-of-mouth has received great attention in the business and academic fields.Among them,the negative reputation on the Internet has attracted the attention of many scholars due to its enormous destructive power.As the rhythm of life speeds up,the amount of original content on social media is decreasing.Because of limited energy,more consumers tend to forward comments from others instead of their own editors.The stage of retransmission in the process of communication is even more in real life.After reviewing the previous research literature,we found that previous studies have different views on the content of negative word-of-mouth content.Most studies show that emotional word-of-mouth has a greater influence.However,in recent years,some cases of literature and reality have shown that most consumers like value-based word-of-mouth.In response to these problems,this article conducts in-depth research.Based on the content of the text,this paper studies the impact of negative internet word-of-mouth on the willingness to retransmit.Based on the information dissemination theory and technology acceptance model,this paper constructs the conceptual model of this paper: negative Internet word-of-mouth through perceived usefulness and the brand attitude of intermediaries affect the intention of retransmission,at the same time,the introduction of product types as a regulatory variable to study the impact of negative Internet word-of-mouth.As the familiarity and application of the network are the basic requirements of the research object for the research,electronic questionnaires are collected through the virtual community.Finally,Spss21.0 was used to analyze the data.The conclusions of this paper include the following aspects:Information value and sentimental value have a significant impact on perceived usefulness and brand attitude as well as re-dissemination intention.Compared with sentiment value attributes,information value attributes have greater impact;perceived usefulness and brand attitudes are negative in online word-of-mouth information value.The influence of attributes on the re-dissemination willingness plays an intermediary role.It plays a mediating role in the influence of the negative emotional qualities of Internet word-of-mouth on the re-dissemination intention;the product type plays a regulatory role in the process of negative Internet word-of-mouth communication.The results of this study bring some inspiration to corporate supervision of negative Internet word-of-mouth: Enterprises must strengthen their own Internet word-of-mouth development and respond in a timely manner to issues raised by negative Internet word-of-mouth;search products must focus more on objective evaluation types with higher information value attributes.Negative word-of-mouth;for false rumors,through the authority to question its usefulness to control the re-dissemination;at the same time,the company must strengthen the publicity of positive word-of-mouth publicity,cultivate a good brand attitude of consumers in the past and enhance their ability to resist risks.