An Empirical Study On The Influence Of Critics’ Affective And Motive Variables Of Negative Word-of-mouth Online On The Innovation Resistance

More and more attention has been paid to the booming online purchases by enterprises.However, due to the contemporary characteristics of the network marketing model, consumersonline are getting more reasons, which insidiously affect consumer’s decision making, to resistto buy the new products. Therefore, the thesis does a research on the negative word of mouthonline, and further explores the emotional factors and motivational factors of senders’ of it. Iteven talks about how it affects the consumers to resist the new products. Then there is greattheoretical value and practical significance in the research.Online shoppers will take word of mouth (recommendations) online as references while theybuy new products. Whether will the senders’ emotional factors or the senders’ motivationalfactors act on the contents of the word of mouth online, thus affecting perception of thecredibility of the negative word of mouth of receivers through the network？And thenconsumers will refuse to buy for that consumers’ perceived risk of new products is bound to beenhanced.Based on the researching on literatures about senders’ motional and motivational factorsthrough negative word of mouth online and innovative resistance, the thesis roughly dividesemotional and motivational factors of senders’ into two levels. Emotional factors are divided intorational and emotional parts. Motivational factors are divided into altruistic motives andself-serving motives. Using correlation analysis, the thesis verifies rational and emotional factorshave significantly positive effect on refusing to buy from the collected data of interview andquestionnaire the these investigated. Furthermore, emotional factors and self-serving motiveshave a significant positive impact on delaying to buy. In addition, rational factors and altruisticmotives both have a significant positive effect on the credibility of the network of negative wordof mouth, while the credibility of negative word of mouth has a positive impact on refusing tobuy instead of delaying to buy. Plus, self-interest motivation has a negative effect on thecredibility of the network of negative word of mouth.Through the conclusion of this study, corresponding suggestions and measures are putforward to how to avoid resistance from consumers and how to deal with crisis from negativeword of mouth online. The thesis is sincerely thought to be instructive to the other researcheswhich are relevant to negative word of mouth online and consumer resistance.