Marketing Staff’ Coping Style For Enwom Questionnaire Construction And Preliminary Application

Marketing staff coping style for electronic negative word of mouth (ENWOM) directly influent the word-of-mouth communication and purchase decision of consumer. Studying marketing staff coping style for ENWOM to direct the operation and management of e-business enterprise has realistic theoretical significance and practical value. This study, took marketing staff of e-business enterprise for example, developed the marketing staff coping style for ENWOM questionnaire, preliminary applied, analyzed the characteristic of marketing Staff coping style for ENWOM and the relationship of marketing staff’ coping style for ENWOM and general self-efficacy.Finally, the study made some suggestions for e-business enterprise. The results are as follow:(1)Marketing staff coping style for ENWOM questionnaire contains six dimensions:problem solving, introspection, asking for interior help, seeking external support, fantasy and rationalization. The questionnaire contains27items.(2)The questionnaire has good reliability, validity and fitting degree. It is suited to measuring the coping style for ENWOM.(3)Marketing staff’ coping style for ENWOM questionnaire has significant difference in education and store level, but no significant difference in gender, age, online sales working time, goods categories and monthly income.(4)There is non-significant correlations between general self-efficacy and marketing staff’ coping style for ENWOM. General self-efficacy is significantly negative correlated with the dimension of fantasy.(5)Based on the characteristics of marketing staff’ coping style for ENWOM e-commerce companies need to further master and improve the psychological status of the marketing staff, pay more attention to create a harmonious working atmosphere, strengthen the marketing staff incentives, fully stimulate positive energy of marketing staff, prompt marketing staff to actively take a positive ENWOM approach.