Research On The Influence Of Negative Internet Word Of Mouth On Consumer Brand Switching Willingness

With the popularity of the Internet and the continuous expansion of the scale of e-commerce platforms,many consumers like to make purchases online,and at the same time,they are willing to open their hearts to unfamiliar consumers in the comment section of the shopping platform to share their purchases of a certain product or service.Experiences and evaluations,these experiences and evaluations promote the formation of online word-of-mouth.Internet word-of-mouth is spread through the Internet,thus increasing the speed and scope of the spread,while also providing channels and opportunities for the spread of negative Internet word-of-mouth.Negative Internet word of mouth,through fermentation on different online social platforms,may change consumers' purchasing decisions and is not conducive to the establishment and maintenance of corporate image,and even bring losses in terms of corporate profits.Therefore,understanding the impact of negative Internet word-of-mouth on consumers' willingness to switch brands can play a vital role in preventing micro-faults and maintaining the company's brand image.Therefore,this article takes the Samsung mobile phone explosion as an example,and takes consumers who have used or are using Samsung mobile phones as the research object.Based on the communication process theory,the "S-O-R" model,and the cognitive dissonance theory,the research model of this article is constructed.By collecting data from consumers who have used the mobile phone,and using empirical analysis methods to explore the impact of negative Internet word-of-mouth communication on the purchase and conversion of consumer brands or products,the conclusion can help the production of mobile phones of various brands in my country Companies are aware of the negative impact of negative Internet word-of-mouth on their own operations by influencing consumer decision-making,and then formulate targeted countermeasures from the corporate strategic,technical and marketing levels to maintain corporate image and enhance consumers' preference for the company.Fundamentally reduce the spread of negative Internet word of mouth.This research collects the required data in the form of online questionnaires and field surveys.After sorting out all the completed questionnaires,after deleting invalid questionnaires,a total of 394 qualified sample questionnaires were obtained,and then the sample data was processed and analyzed using SPSS23.0 statistical software.The results of the analysis verified the basis of this article.All the assumptions put forward by previous research conclusions.Finally,based on the research conclusions,this article puts forward some reference suggestions on how companies can avoid unnecessary losses caused by negative Internet word-of-mouth from the following aspects:(1)Conduct public opinion monitoring in advance and establish a network multi-dimensional monitoring and early warning system.(2)Establish a professional crisis public relations team and strengthen team building.(3)Invite authoritative organizations to speak out to enhance public trust.(4)Communicate with consumers in a timely manner to prevent the worsening of public opinion crisis.(5)Attach importance to product quality and continuously improve products.