A Research On Customers' Internet Negative Word-of-Mouth Behavior Based On The TPB Model

With the development of the internet and the rising of customers'consciousness of maintaining rights, both the academic circles and the business circles pay more attention to customers'internet negative word-of-mouth behavior. The nature of service, including intangibleness, heterogeneity, simultaneous of production and consumption and perishness , determines that service failure inevitably occurs in our daily life. Because the Internet has greatly enhanced information sharing between people, customers'internet negative word-of-mouth behavior is bound to be more and more common. This essay selects internet negative word-of-mouth behavior as the research object and want to provide references in this field through literature reorganization and empirical research.This paper adopts both theoretical and empirical research methods . First, it reviews and summarizes the previous studies on the following fields: service failure, TPB theory and customers'internet negative word-of-mouth behavior; Second, based on the literature review, it expands the traditional TPB model and constructs a new research model to study the customers'internet negative word-of-mouth behavior. Hypotheses are proposed subsequently. Then, it designs scale according to the event factors, the personal factors and the four TPB traditional factor, contributing to the formation of the questionnaire. Combined with pre-survey results and the reliability and validity test of the variable indicator, questionnaire is modified.?Third, this essay obtained the data through the questionnaire survey, and the relationships between variables are analysized. The survey is a random sample survey, and totally 386 valid questionnaires are collected. The statistical analysis proves that the new model can interpret the customers'internet negative word-of-mouth behavior better than the traditional TPB model. Meanwhile, the study finds that the severity of service failure positively influences customers'attitude toward internet negative word-of-mouth; that the more controllable the service failure is, the stronger customers'attitude toward internet negative word-of-mouth behavior; that the perception of fairness negatively influences customers'attitude toward internet negative word-of-mouth behavior; that the stronger the personal motives towards internet negative word-of-mouth behavior, the stronger their attitude to conduct this behavior; that the higher the perception of behavior control, the greater the likelihood the customer will conduct internet negative?word-of-mouth behavior; that the attitude toward the internet negative word-of-mouth behavior is proportional to the act. Finally, the essay discuss the practical implements and offer some suggestions for companies to reduce the bad influence of the customers'internet negative word-of-mouth behavior.