Research On Effects Of Negative IWOM Information Characteristics On WOM Effect

Theory of word of mouth is a one of the important research contents in the marketing field, word of mouth marketing is seen as the most cheap is also the highest of media credibility. Since entering the new century, network word-of-mouth marketing scholars and enterprise workers, and more attention to Internet word of mouth marketing theory research has become an important subject.The existing theory of word of mouth research mainly in three aspects:(1) the relationship between IWOM and customer behavior;(2) the relationship between IWOM and business performance;(3) the influence factors and motivation of IWOM spread.Current study confirms that the negative word of mouth than positive word of mouth has more influences on consumer behaviour, but for the research content of negative iwom is still inadequate, particularly lack of negative iwom for related research, how to influence the spread of Internet word-of-mouth effect for iwom information characteristics and word-of-mouth effect between regulation research is rare.Current theory, the study of word of mouth is generally without considering the consumer on the premise of enterprise and brand trust. Negative iwom word-of-mouth effect of the role of the degree will be affected by the enterprise trust and brand trust on a blank piece of WOM theory. However, study about negative iwom influence consumer word-of-mouth effect in the process, the enterprise in which trust and brand trust adjustment, for Internet word of mouth research has certain theoretical value and practical guiding significance.This paper studies the core of the problem is:negative iwom information characteristics and relationship of word of mouth communication effect will be viewed by the regulation of brand trust and trust? Specifically, in this paper, the research questions are:(1) how negative iwom through word of mouth information characteristics (number of word-of-mouth, word of mouth visual cues, the strength of word of mouth, mouth type) influence the spread of word-of-mouth effect? (2) whether the brand trust of negative iwom information characteristics and word-of-mouth effect plays a role of regulating the relationship?(3) the enterprise whether trust to negative iwom information characteristics and word-of-mouth effect plays a role of regulating the relationship?To this end, this paper constructs the negative iwom information characteristics, brand trust, trust, the model of theory of word-of-mouth effect, to relevant websites netizens and college students as investigation object, through the297samples of data collectionand data statistics, get the following conclusions:(1) negative iwom word-of-mouth information characteristics significantly positive influence on network effects. The more embodied in:word of mouth, the network word-of-mouth effect. The more profound word visual cues, the Internet word-of-mouth effect. The stronger the intensity of word of mouth, to network word-of-mouth effect.(2) the trust between negative iwom and network word-of-mouth effect weakened role. Enterprises trust and brand trust to negative iwom word-of-mouth quantity and effect relationship has weakened, it shows that the network of the higher the credibility of enterprises and brand trust, negative iwom number of word-of-mouth effect is smaller, and vice versa. Enterprises trust and brand trust and the strength of negative iwom word-of-mouth effect relationship has weakened, it shows that the network of enterprise credibility and brand trust is higher, the intensity of negative iwom on word-of-mouth effect is smaller, and vice versa.According to the above research results, this article on the business under the Internet environment, word of mouth marketing network marketing Suggestions are as follows:(1) to improve brand popularity, enhance the immune ability of enterprise network to negative information only good image doesn’t work, and through a variety of ways to let more people know the existence of the brand, let more people know the advantage of brand, company product knowledge, improve brand familiarity in public.(2) implement deep relationship marketing strategies, enhance the network to the enterprise’s trust. Enterprises should further improve related technologies and services, satisfy the regular customers personalized demand, improve customer satisfaction and trust. For negative word-of-mouth information distortion, network often don’t believe in negative information, which affects its word-of-mouth effect. For this kind of situation, enterprises should give professional reply in a timely manner.(3) face to face with negative iwom, reduce the influence of negative word of mouth. If enterprises can face to face with a negative word of mouth, negative information reflected by explanations to the problems in time, will largely reduce the effects of negative word of mouth.