Research On The Negative Word-of-mouth’s Influence On Purchase Intention

Network era is the era of information explosion,with the development of e-commerce,the enormous redundancy material and the information provided consumers much more choice for consumption. In traditional shopping environments, consumer decision-making depends on the product’s reputation, in the same way, in e-commerce,Internet word-of-mouth on consumer choice also plays a vital role. As traditional word-of-mouth,Internet word-of-mouth has positive and negative word-of-mouth. Many Previous studies(Stauss1997,Amdt1967, LauandNg2001) have Proven that negative word of mouth has a greater impact on consumers than positive word-of-mouth. However researches about how the negative word-of-mouth influence consumer are few.Research on how the types and characteristics of negative internet word-of-mouth and consumer individual differences in fluence consumer behavior intentions have a guiding value to internet word-of-mouth marketing theory and practice.This research embarks from the consumer perspective of selective attention, under the guidance of conformity theory and cognitive dissonance theory,build negative word-of-mouth on consumer trust and purchase intention of the theory model.using the laboratory research methods, wanted to find out whether different type of consumer will produce different attitude on the same negative word of mouth,and verify the rationality about the regulation of the consumer type and group consensus, to provide a reference for the practical and theoretical development of the enterprise.There are240questionnaires in this study,and220questionnaires are effective,through variable analysis and hypothesis testing,finding that:1.If consumers are familiar with the product, the type negative word-of-mouth will affect trust,and different types of consumers leads to selective focus is different,so the intellectual consumers will pay more attentions on intellectual negative word-of-mouth,and impulsive consumers will pay more attentions on impulsive negative word-of-mouth. If consumers are not familiar with the product, the type negative word-of-mouth will not affect trust,but the intellectual and impulsive consumers will both pay more attentions on intellectual negative word-of-mouth.2. The group conformity will produce amplification effect on the effection as before.If the consumers’attention is the same with the group’s, the trust of the consumers will be strengthen.3. Many Previous studies have found that product involvement and the intensity of negative word-of-mouth will have significant impact on consumer trust and consumer purchase intention.But in this study,this conclusion has not be proved.and it will depend on what the subject is.At the same time,this study has not proved that trust has a significant impact on purchase intention.The conclusions of this study have theoretical contribution in word-of-mouth research: and also have practical meanings for enterprises’Practice in e-marketing and word of mouth marketing,as well as vendors and network operators’ business in internet environment.