Study On The Influence Of Negative Experience On Consumer Brand Switching Behavior

The current product homogeneity phenomenon is increasingly serious,thus consumers' brand switching frequency is higher,which brings huge losses to enterprises.This issue is widely concerned by the academic circle.However,the current related studies of brand switching behavior morely focused on its connotation,type and the influence of external factors such as negative word of mouth on brand switching behavior,ignoring that in the era of experience economy,customer experience especially negative experience is one of the important reason of brand switching behavior.So negative experiences are crucial to brand switching behavior.Then,how does the negative experience affect the brand switching behavior? Does different dimensions negative experience have same influence on different type brand switching behaviors?This article divided negative experience into functional negative experience,emotional negative experience,cognitive negative experience and social value negative experience.Based on the connotation of brand strategy and enterprise loss,this article divided brand switching behavior into individual brand switching behavior,classification brand switching behavior and enterprise brand switching behavior,then exploring the matching relationship between negative experience dimension and brand switching behavior type.Negative experience will lead to negative emotions and further affect consumers' brand switching behavior,but in the past two years the promotive relationship between negative emotions and brand switching behavior is controversial.In addition,consumers' orientation type exists significant difference in emotional treatment after negative experience,consumers' cognitive involvement has an impact on consumers' information processing and decision.Therefore,this article introduced negative emotions as medium variable,consumers' orientation type and cognitive involvement as moderator variable,further verified that whether negative experience,negative emotions and brand switching behavior follwed conventional logics.This article designed 2(consumers' orientation type: promotive,defensive)×2(consumers' cognitive involvement: high cognitive involvement,low cognitive involvement)under 4 negative experience dimensions(functional negative experience,emotional negative experience,cognitive negative experience and social value negative experience),a total of 16 groups of experiments.The empirical results show that :(1)emotional negative experience positively influences enterprise brand swtiching behavior,resulting in the biggest loss of enterprises;functional negative experience positively influences classifaction brand swtiching behavior,cognitive negative experience positively influences individual brand swtiching behavior,but social value negative experience negatively influences individual brand swtiching behavior,resulting in the lowest loss of enterprises.(2)functional negative experience and emotional negative experience positively influences brand swtiching behavior through high negative emotions,cognitive negative experience and social value negative experience positively influences brand swtiching behavior through low negative emotions.(3)consumer orientation type partly moderated the relationship between negative experience and negative emotion.Compared to promotive consumers,defensive consumers will be more likely to produce negative emotions after functional negative experience,cognitive negative experience and social value negative experience.(4)consumer cognitive involvement partly moderated the relationship between negative emotion and brand switching behavior.By formed comparative judgment,consumer cognitive involvement weaken the positive influence of negative emotion on brand switching behavior,at the same time promote the negative impact of negative emotion on brand switching behavior.Combined with the empirical results,this artical finally put forward relevant marketing advice for enterprise,which is within a certain range of resources,enterprises should first optimizly solve consumers' emotional negative experience and functional negative experience so as to effectively reduce brand switching rate under the lowest cost.On the premise of this,enterprises still need to reduce consumers' cognitive negative experience and social value negative experience,ensuring consumers' brand loyalty from the source.In addition,with the promoting help to their cognition and information processing,enterprises can reasonably use consumers' low negative emotions to promote consumers make the decisions which are conducive to enterprise brand.