An Empirical Research On The Negative Internet Word Of Mouth’s Influence On College Purchase Intention

With the rapid development of the internet,network applications continue to increase,and the internet has become an important media between the consumers and the outsideworld. Reputation information released by the consumer on the network, involving allaspects of corporate, should be cared by the corporate. The corporates should not only payattention to the positive word of mouth, but also negative word of mouth. Enterprises dovery hard to build up the brand.It may destroyed by a negative word of mouth. So wemust give sufficient attention to negative word of mouth, especially the internet negativeword of mouth.The role of word of mouth has attracted enterprises’attention, but the articles ofword of mouth and internet word of mouthe are mostly descriptive, summary ortheoretical review.Compared to overseas researchs, the empirical research is less.Businesses and consumers recognize the importance of negative word of mouth, but theresearchers research on negative word of mouth less and less. Therefore, this articlewill research negative internet word of mouth on consumers’ purchasing intention.Firstly, the paper takes to explore and analyze the documents on the influence ofnegative online wom. Theoretical research is to retrospect and summarize the relativetheories of wom，online wom, negative online wom,purchaseing intention and factorsaffecting online word of mouth, so as to provide a necessary theoretic basis for empiricalresearch.Secondly，the research model is constructed with the corresponding researchhypothesis,when the measurement table is Thirdly, after the interviews with consumersand online investigation，411valid samples are collected to verify the model andmeasurement，using SPSS11.5and AMOS18.0,which derive the conclusions as follows:The online wom quality,timeliness, product involvement have the significant influenceson the consumers’ trust.The sequence of the effect is quantity,product involvement,timeliness; Wom quality, quantity expression,expertise of sender and strength betweenseeker and sender have significant influences on the consumers’ perceived risk,thesequence of the effect is expertise of sender, quantity,.quality,strength between seekerand sender, expression.Perceived risk and trust have significant influences onconsumer’purchasing intsion,and perceived risk effect trust.At last,we give proposes several suggestions for enterprises,and figured out the disadvantage of this paper and put forward the future research prospects designedspecially for the online purchasing intention.