The Impact Of Negative Message On The Effect Of Electronic Word Of Mouth

The existence of negative electronic word of mouth (EWOM) formed a mixed positive and negative information environment. Positive information and negative information about products and brands appear in front of consumers. How a combination of positive and negative information in a mixed impact on consumers is worth studying. Previous studies have shown that the influence of negative information than positive information, but did not investigate the case of simultaneous positive and negative information, the impact of the negative effect of the amount of information on online word of mouth. In this study, the variable is proportion of negative word of mouth. The Credibility of EWOM, Attitude toward Brand, Purchase intention, Re-diffusion Intention of EWOM four dependent variables used to measure the effect of EWOM. By experiment explores both cases the proportion of negative word of mouth reputation for network effects impact. In the first case, the reputation of the product attributes are moderately important, different proportions of negative information produce different impact on the EWOM; second case, the reputation of the product attributes are more important and less important, high and low proportion of negative information produce different impact on the EWOM effect. Two experiments were designed single factor between subjects and between2*2subjects design. Each participant read a total of10messages. The first experiment a total of nine experimental groups, of which the proportion of negative information ranging from10%-90%. The second experiment a total of four experimental groups, including a high proportion of the portfolio of negative information, negative information ratio is60%; while the combination of a low proportion of negative information, negative information ratio is10%. The results show that:the reputation of the product attribute information is moderately important, different proportions of negative information produce different impact on EWOM effect. The importance of product attributes and negative information ratio of no interaction, but to attitude toward brand, purchase intention as the dependent variable, the main effect of negative word of mouth information proportion is significant. A high proportion of negative information generated negative attitude toward brand, low proportion of negative information generated positive attitude toward brand; low proportion of negative information generated higher purchase intention than the high proportion of negative information.