IWOM Negative Impact On Consumer Brand Attitude Change

Research on traditional word-of-mouth existing discovery，compared with theadvertising and personal selling，word of mouth will have a greater impact onconsumer brand attitude and behavior decision.Word-of-mouth communication hasbecome an important form of communication，and has aroused wide attention ofscholars.With the development of network technology，with the development of networktechnology，the communication between people is no longer limited to face-to-face，spoken language communication，the network provides a more convenient way forpeople to communicate.People can communicate with each other through a variety ofnetwork forum，chat tools.There are significantly different in this communication modeand the traditional mode of communication，it joined the network elements，based ontraditional communication features such as，communication speed more quickly，influence range more widely，people can even speak one’s mind freely in withoutrevealing his true identity conditions.With the emergence of network communication， word-of-mouth network isformed.Compared with the traditional word-of-mouth，Internet word of mouth hashitherto unknown influence.For enterprises，through the transmission of Internet wordof mouth，enterprises can rapidly convey the product information to consumers，to helpenterprises efficient conduct propaganda； while for consumers， word-of-mouthnetwork to increase their sources of information，but also so that they can get moreinformation in a relatively short period of time，the anonymity and word-of-mouthnetwork the consumers can express their own feelings to relatively free，they canexpress their feelings through this channel，especially for a particular brand of productor service is not full，more easily expressed by this way.The paper studies the impact of negative word-of-mouth on consumer brandattitude change，in the research the negative Internet word of mouth is divided into theobjective fact of negative Internet word of mouth and subjective evaluation of negativeInternet word of mouth，constructed to explain the relationship between negativeword-of-mouth and consumer brand attitude change theory model.At the same time，the introduction of two variable，a is an important concept in social psychology--theself construction type，another for the type of product，study them in the consumerbrand attitude change in the process of regulating role.In this study，using the method of experiment，access to relevant data，the paperby the construction of the model and the proposed research hypotheses were tested，results show that：the negative Internet word of mouth has a significant impact onconsumer brand attitude change，which compared with the subjective evaluation ofnegative Internet word of mouth，more objective fact of negative word-of-mouth onconsumer brand attitude change；construction of self regulation type significantly，inthe context of negative Internet word of mouth first，relative to the independentself-construal，interdependent self-construal brand attitude change more；and themoderating role of product type is not significant.