The Research For Customer’s The Motivation Of Negative Online Word Of Mouth

With the rapid development of Internet and various types of virtual community platform, the more strongly the influence of the network communication, the traditional word of mouth through the Internet to show new forms of Internet Word of Mouth.Visible, anonymous, timeliness, and other characteristics of the network reputation, which can be a wider range of consumers have an impact, thus affecting the development of enterprises, the network of word of mouth marketing has become the enterprise network to promote the new situation, while an accurate grasp of consumernetwork of word of mouth, motivation, and in accordance with the motivation to develop appropriate marketing strategies, network reputation affect the key to success.The traditional word of mouth network reputation has positive and negative reputation points, previous studies confirmed the negative reputation of the enterprise and consumer impact than positive word of mouth greater. Domestic and foreign scholars network Word of Mouth motivation more separate research for the motivation of negative network Word of Mouth is still blan.In fact, enterprises now have increasingly begun to pay attention to negative word of mouth marketing management, research on the negative network Word of Mouth motivation would be better to design customer-oriented services, specify a new breakthrough in network marketing and management.In this article, through empirical study, to explore the relationship between the motivation of negative consumer Internet Word of Mouth Communication and dissemination will explain the different motives of the impact of adverse network Word of Mouth willingness difference, constant-depth understanding of network platform managers and corporatecustomer psychology, targeted to develop a negative reputation management strategy, reasonable to avoid the impact of negative IWOM.In Network environment, empirical research on the motivation of the spread of negative word of mouth, divided into six main parts:The first part is the introduction oft he research background and significance of research methods on the structural arrangements of paper and paper innovation; the second part of the Review of relevant research results, details related to this study, word of mouth spread literature and theory, network reputation, word of mouth theory as well as negative word of mouth;The third part is the design of the study, the combination of research studies, the establishment of consumers’ negative network model of word of mouth motivation, and make assumptions to define the design variables in the model and its measurement scale, the design of the survey questionnaire and collectdata; the fourth part is the analysis and discussion of the data, using sample data to test the reliability and validity of the scale, and a variety of testing hypotheses. The fifth part is the management strategy, with specific recommendations for control and management strategies to prevent negative word of mouth, allowed the researchers to have greater practical significance; Part VI for the conclusion, summarize the conclusions of the paper, pointed out the limitations and shortcomings of the study, the future research outlook.