Research On The Effects Of Negative Online Word-of-mouth Consumers' Purchase Intention

The development of network changes people's communication mode.Further lead to changes in consumer behavior and communication mode,that's why the importance of online word-of-mouth increases gradually,and merchants pay more and more attention to the management of internet word-of-mouth.However,not all the negative online word-of-mouth will reduce consumer purchase intention.The research on existing negative word-of-mouth pays less attention on the dimensions of negative word-of-mouth,and less likely to study the effects of self-brand connection.Based on the above research,this paper grasps the relationship between the strength,quantity and credibility of negative online word-of-mouth,and analyzes how the negative online word-of-mouth influence consumers' purchase intention.Based on the self-congruity theory,the self-control theory,customer commitment theory,this research constructs the theoretical model.Based on that,this paper puts forward research hypothesis.In order to verify the that,2×2×2×2 control test group was set through different questionnaire scenarios in this paper,and 896 questionnaires were finally screened out.SPSS was used to test the data collected.Construct structural equation model to make an empirical research on it.Finally this paper draws following conclusions.Consumers with high degree of self-brand connection,the negative online word-of-mouth can be a positive impact on the purchase intention.The greater the intensity of negative word-ofmouth,the higher the credibility,consumers are more likely to produce self-threat and more inclined to adopt defense mechanism.The opposite view and source reduction in defense mechanisms has positive influence on consumer purchase intention,while support view and source support has negative influence on consumer purchase intention.However,for consumers with low degree of self-brand connection,negative online word-of-mouth will have negative impact on them.The more the quantity,the greater the strength,and the higher the credibility of the negative online word-of-mouth,the lower the consumers' purchase intention is.Based on above conclusion,this paper puts forward following management suggestions,enterprise should focus on reducing the strength of negative online word-of-mouth,credibility rather than quantity,strengthening the link between consumers and businesses and make sort management on different degree of consumer.