The Impact Of Consumption Experience On The Effect Of Electronic Word Of Mouth

In the studies of the effect of the electronic word of mouth(EWOM),the consumer experience doesn't appear often.Under the different experience feeling,the consumers may spread the different content,and the different experience may change consumers' originally credibility to the electronic word of mouth.With the information persuasion and processing as the theoretical background,considering EWOM as a kind of advertising information,this paper studies the impact of consumer experience on the effectiveness of word of mouth communication.The study explored two issues.The first one is whether the consistency condition of positive and negative tendencies of the consumer experience and the content of EWOM will affect the effect of the EWOM.The second one is that what the effect of the EWOM will be when positive and negative tendency inconsistent the two mentioned.In order to explore the above issues,this study designed 2X2X2(positive/negative word of mouth information,good/poor consumer experience,the order of the two)of the grouping experiment.The results show that when the electronic word of mouth and consumer experience are consistent,the credibility is positive,and when the two are inconsistent,consumers show an attitude of not credible.While the brand attitude and willingness to buy results in highly consistent results.Whether the EWOM is positive or negative,regardless of the order of the experience and see the EWOM information,in the face of the initial contact with the brand,when the consumer experience is positive,the consumer brand attitude and willingness to buy is positive,while the consumer experience is negative,the consumer's brand attitude and willingness to buy is negative.In most cases,the positive consumer experience is more likely to cause consumers to comment,when consumer contact with experimental information is inconsistent,consumers'willingness to comment is low.When the entire experimental information consumer contact with is consistent,positive EWOM and consumer experience compared to the negative reputation and experience more likely to make consumers have a willingness to comment.When all of the information that the consumer comes into contact with is positive,the desire to spread the EWOM information is strongest,which is obviously higher than that of the negative group.It can be seen that the era of online shopping,advertising is only an adjunct,business life and death still depends on the product itself.Enterprises want to be successful,providing high quality products and services is the fundamental factor to win.It is not wise to delete the negative comments.