Dissertation > Excellent graduate degree dissertation topics show

Research of the Influence of Negative Network Reputation on Consumer Purchasing Decisions

Author: LiuHongWei
Tutor: ShiYouChun
School: Nanjing University
Course: Business management
Keywords: Negative Online-of-mouth Product Involvement ELM
CLC: F713.55
Type: Master's thesis
Year: 2012
Downloads: 93
Quote: 0
Read: Download Dissertation

Abstract


Over the past few years, the Internet has been rapidly developed in China, having a great impact on the development of economy and people’s daily lives. With the rapid growth of Internet users, the forms of Word of Mouth are various, not limited to the previous face to face, oral way, consumers get used to share their experience about products, service, enterprises and brands on the Internet, thus a new form of word-of-mouth-Internet Word-of-Mouth comes out.This study reviewed the papers about negative IWOM, combined with ELM model and the theories on Word-of-Mouth communication, the author constructs the model on relationship between the negative IWOM and consumers’ purchase intention. In this study, we use a portable digital camera as stimulate for the experiment, designing within-group experiment as2(importance of attribute importance:important attribute vs secondary attribute)×2(negative reviews intensity:high vs low) X2(expertise of sender:high vs low) X (tie strength:strong vs weak),.Then we use statistical methods to analyze the experimental data, the result shows:when the important attributes are given bad reviews, consumers have lower willingness to buy products; compared to the weak reviews intensity, when the negative reviews intensity is strong, consumers have lower willingness to buy product; compared to the low expertise of sender, when expertise of sender is high consumers have lower willingness to buy products; compared to weak tie, when tie strength is strong consumers have lower willingness to buy products. and recipient of the relationship between the strength of weak consumer willingness to buy higher; involved in the relationship more than the degree will produce a significant regulatory role.Finally, we give some marketing advises to the companies. We also point out some shortages in this paper and research orientation in future.

Related Dissertations

  1. Research on the Negative Word-of-Mouth’s Influence on Consumer Purchase Intention,F224
  2. Consumers to Buy Counterfeit Brand Goods of Factor Analysis,F224
  3. A Research on English Learning Motivation of Students in Higher Vocational College in Wuhan City,H319
  4. Predictive Control for EAF Electrode Regulating System with Dead-zone,TF741.5
  5. Soft Sensor Modeling and Iterative Control Based on OS-ELM-RPLS for Batch Processes,TB497
  6. Intrusion Detection Technology Based on Fast Neural Network,TP393.08
  7. Elm ear fruiting bodies and Antimicrobial Activity of Fermentation Broth,S567.39
  8. The Influence of Light Stress on the China Gold Leafelm Leaf Color and Photosynthetic Characteristics,S687
  9. Studies on Seed Dormancy and Seedling Physiological Characteristics of Sorbus Alnifolia,S792.25
  10. Study on the Relationship of Brand Experience, Brand Love and Brand Loyalty,F273.2
  11. The Study of Commercial Bank’s Financial Risk,F830.42
  12. Qilian middle river terraces and OSL dating of tectonic deformation,P343.1
  13. The Research for Position Servo Intelligent Control Method in Particleboard Hot-pressing,TS653.5
  14. Studies on the Tissue Culture and Plant Regeneration of Ulmus Macrocarpa Var. Mongolica,S792.19
  15. Study on the Population Characteristics of Ancient Elm in Zhenglan Banner,Q948.1
  16. Study on the Photosynthetic and Transpiration Characteristics of Ulmus Pumila in Ortindag Sandy,S793.9
  17. Study of Tissue Culture and Regeneration System Establishment on Two Different Provenances of Siberian Elm,S792.19
  18. Research on New Variety Breeding and Nutrient Physiological Characteristics of Gloeostereum Incamatum,S646.14
  19. A Study on Pests in Wu Qi County,S763
  20. The Influence of Text Structure and Product Categories on Advertisement Cognition,F713.8
  21. Research on Emotional Factors of Online Shopping and Their Mechanism,F724.6

CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
© 2012 www.DissertationTopic.Net  Mobile