Research On The Effects Of Negative Word Of Mouth On The Change Of Consumers' Attitude

Word-of-mouth (WOM) information is an important source of information that has impact on consumers, attitude and buying behavior.Word of mouth(WOM) is considered as the cheapest communication tool and media that people trust most. Some researches found that, the influence of WOM is higher than media advertisement and higher than salesmanship.Word of mouth (WOM) is the main information source that affects the attitude of young consumers. Negative WOM exerts a more significant influence on the change of consumers'attitude than the positive one, that is to say, there is a "negative information effect". Regarding the direction and intensity of initial attitude and self-awareness as adjusting variables, this study tested the mechanism of negative WOM in the process of change of consumers'attitude by 2×2 experiment. The research shows that the change of consumers'attitude has a significant positive correlation with the number of negative WOM and the direction of initial attitude, and a significant negative correlation with the self-awareness, but not covariate variables such as product types, web experience.