The Research Of Influencing Of Network Transmission Of Jing Dong Mall’s Negative Information

Due to the characteristic of internet and China’s network environment, networkhas become a hot bed of negative brand information. As the product of internetexplosive growth, E-commerce brand will be more easily affected by negativeinformation. On the basis of literature reviewing and sorting out, this study focuseson the case of Jing Dong mall, taking empirical research methods, then building aresearch model, to explore the deep mechanism of network negative information onconsumer’s brand attitude.Finally, this study obtained363valid questionnaires. Through the collectionand analysis, this research gets the following conclusion:1. compared with thesubjective evaluation model of negative in formation, the objective one brings moreinfluences on consumer’s brand attitude;2. compared with individual master typemedium, the negative information in the center master type medium has moreinfluences on consumer’s brand attitude;3. consumer’s perceived risk are negativelyrelated with their brand attitude, and the higher perceived risk, the bigger thenegative impact;4. consumer’s network shopping experience are positively relatedwith their brand attitude, when consumer’s online shopping experience is richer, itsbrand attitude are less vulnerable to the influence of negative information.At last, based on the previous view, and combined with empirical researchresults, this study provides the following copying strategies for Jing Dong mall todeal with internet negative information:1. to make good use of the network;2. toreduce the consumer’s perceived risk;3. to promote customer’s network shoppingexperience;4. to develop the positive value of negative information.