With the popularization and development of the mobile Internet, it is becoming more and more convenient for information to be disseminated through the network, especially in the self-leading environment, the influence of network information dissemination is increasing.
The new technology of multi-scenario application blurs the traditional boundary between "online" and "offline", and many consumers will pay attention to the word-of-mouth information of products and services from the Internet before making purchase decisionsUse this as a basis to decide on your spending choices.
Therefore, the dissemination of online word-of-mouth information is very important for commodity sales and brand market competitiveness. Positive online word-of-mouth can play a positive role in promoting the development of enterprises and enhance the competitiveness and brand value of enterprises.
Negative online word-of-mouth may be devastating to the brand that a company has worked so hard to manage, so pay more attention to negative online word-of-mouthIt is particularly important for the healthy and sustainable development of the enterprise.
In the self-leading environment, the popularity of negative online word-of-mouth communicators in catering has a significant impact on consumers' purchase intention, and it is also significant under the mediating effect of perceived value. Characteristics of negative online word-of-mouth information in catering: quantity, quality and credibility will have a significant impact on consumers' purchase intention, and it is also significant under the mediating effect of perceived value. The product involvement of negative online word-of-mouth recipients in catering has a significant impact on their purchase intention, and it is also significant under the mediating effect of perceived value.
The number of Internet users in China has reached 90.4 billion, and the Internet penetration rate reached 645%, and the scale of instant messaging users reached 89.6 billion, accounting for 99 percent of the total number of Internet users2%；Mobile mobile instant messaging user scale 89 billion, accounting for 99 percent of the total number of mobile Internet users2%。
The rapid development of mobile network technology and the improvement of the functions of smart phone devices have made social networks an important part of people's lives, and mobile phones have become the main tools for ordinary consumers to communicate online.
Social software such as WeChat, Weibo, and Tieba forums have gradually become the main carriers for the rapid dissemination of information, which not only increases the way ordinary consumers choose to receive information, but also provides them with a platform to share and exchange hot issues.
With China's economic development and social progress, the catering industry, as an important part of the service industry, has always maintained a strong momentum of development, and the catering industry has made progress in many aspects such as industry scale, economic contribution, service quality and management level.
According to the data of the National Bureau of Statistics, China's annual catering turnover reached 5,622 in 2018900 million yuan, an increase of 10 percent over the previous year7. More than the retail sales of social consumption increased by 05 percentage points.
In addition, the development of mobile Internet has led to the rise of catering O2O business, Meituan takeaway, Ele.me ordering platform, Dianping and other catering consumption have achieved remarkable performance, and catering and takeaway ordering have gradually become one of the important ways for modern Internet consumers to consume catering.
Consumers can check catering product information, service reviews, word-of-mouth evaluations and comparisons through mobile phone software, complete payment on the market, complete consumption at the merchant offline or choose takeaway delivery. In the era of e-commerce, the catering O2O consumption model occupies a large share of the catering market.
Before making food and beverage consumption, consumers cannot get an intuitive feeling of the relevant information of food and beverage products and services, so the review information of other consumers has become an important reference for potential consumers to make purchase decisions, and they rely on online word-of-mouth to decide whether to buy.
In this context, word-of-mouth information on catering networks has become an important factor affecting consumers' purchase intentions, and has gradually attracted the attention of marketing and business circles.
With the development of the mobile Internet and the emergence of the world, information dissemination has broken through the time and space limitations of the past epistolary era, and the time and space distance between consumers has become closer and closer, which has made the influence of negative network information dissemination more and more significant, and the background of frequent food safety incidentsThe effect of "bad things spread thousands of miles" is even more prominent.
Under the psychological effect of "food safety first", consumers use mobile phone software such as WeChat, Weibo, and Dianping** to record catering products and service information and share catering consumption experience with each other through Internet media.
Especially in the two-level communication model, consumer purchasing behavior is more likely to be influenced by online opinion leaders, and under the effect of interpersonal communicationNegative online word-of-mouth in catering has become an important factor affecting consumers' purchase intention.
The meaning of traditional word-of-mouth refers to the fact that people exchange consumer experiences with each other, and consumers share and communicate with each other on the evaluation of goods, service satisfaction, and after-sales experience. In the non-digital era of poor information transmission, consumers mainly rely on traditional word-of-mouth information to make consumption decisions and purchases.
In the seventies of the last century, word-of-mouth was first studied and its related concept was given, which was that word-of-mouth refers to informal communication between consumers around a series of information about goods in a face-to-face form and not for commercial purposesThe content of the communication includes brands, products, services, organizations, etc.
With the development of network information technology, people's communication is no longer limited to face-to-face oral communication, consumers can communicate with other consumers on a product and service online, share consumption experience and experience, online word-of-mouth has gradually replaced the traditional word-of-mouth in the past, and has become a new situation of word-of-mouth communication, and scholars have changed the research direction of word-of-mouth, and online word-of-mouth has become a new research focus.
It is believed that online word-of-mouth refers to the behavior of consumers to share and exchange information about a product or brand through Internet media such as online forums and communities. Think of the advent of the Internet medium,This allows consumers to spread word-of-mouth information more widely, faster and more influentially.
Online word-of-mouth formed by positive and negative reviews posted by potential and actual users of the brand's products is transmitted to the recipient of word-of-mouth information through the Internet. Think of consumers posting their opinions about goods to the web through the internetThese perceptions are known as online word-of-mouth information, and the traditional form of word-of-mouth communication has changed because of the Internet.
Consumers will form a positive attitude about the product after using it, or form a negative attitude towards the product. Positive attitudes lead consumers to post positive information about their satisfaction with goods and services online, and these positive messages form positive online word-of-mouth.
Negative attitudes can cause consumers to post dissatisfaction with goods or services online, and these negative online information forms negative online word-of-mouth. The researchers found that consumers pay more attention to and value negative online WOM than positive WOMTherefore, negative online word-of-mouth often has a greater influence on enterprises and brands.
In the first environment, there are many differences between negative information communicators and the role of online opinion leaders in information dissemination, and the characteristics of negative online word-of-mouth communicators are mostly from the perspective of professionalism and relationship strength, while this study defines online opinion leaders as negative online word-of-mouth communicators and analyzes the impact of their characteristics on consumers' purchase intentions, which is more in line with the characteristics of information dissemination in the self-leading era.
The number of online word-of-mouth refers to the number of negative reviews about a product or service that consumers are exposed to. The number of online word-of-mouth is measured through multiple dimensions, mainly including: the negative information appears in different **; Consumers comment on negative information; ** Number of copies, etc.
Popularity is a social attribute, which refers to the degree to which online opinion leaders are known and understood by consumersWords and deeds will have a greater impact on consumers and even society.
Taking the Amazon platform as the research object, the study shows that consumers are more willing to buy products recommended by celebrities when shopping online, and celebrity recommendations will lead to an increase in the sales of shopping** products. Online opinion leaders express their opinions through the Internet, and this information is widely disseminated because of their popularityto cause a wider impact.
Beauty bloggers who believe that they have high** and high visibility are more likely to be accepted and purchased by beauty fans when recommending beauty products. Therefore, the degree of dissemination and reception of information will be significantly affected by well-known people, and the positive effect of popularity will increase product sales and bring operating profits to enterprises.
Popularity can also have a negative effect, celebrities express dissatisfaction with a product or service, and the recipient of the negative news will also boycott or refuse to use it accordingly, resulting in negative effects such as reduced product sales and reduced brand value for the company.
Generally speaking, the greater the amount of online word-of-mouth information, the more information consumers can obtain about goods and services, the deeper consumers' awareness of goods and services, and the greater the influence on consumers' purchase decisions. Through empirical research, it has been found thatThe impact of negative information is far greater than that of positive information.
Out of altruistic goodwill, customers are more active and active in the dissemination of negative information about goods and services, and the number of people affected will be more, but the initiative of customers to disseminate positive information is poor, and the more negative news, the stronger the impact on consumer psychology.
The most important influencing factor of word-of-mouth is the quality of products and services, positive word-of-mouth is better than excellent product and service quality, while product and service quality problems lead to negative word-of-mouth communication.
In terms of products, catering companies should provide consumers with fresh ingredients and cost-effective products, and in terms of service, improve service quality and let consumers experience the psychological feeling of being at home. Under the fierce competition of the market economyThe competition between enterprises has changed to brand competition, and catering enterprises should also pay attention to brand management.
With the development of the mobile Internet, online word-of-mouth communication has become more convenient, and consumers can access word-of-mouth information anytime and anywhere through mobile phone software.
The popularity of negative online word-of-mouth communicators will have a significant impact on consumers' purchase intention, especially in the self-leading environment, the higher the popularity of online opinion leadersThe more negative word-of-mouth is released, the greater the impact on the fan base
Therefore, catering enterprises should pay attention to the importance of online opinion leader communication, actively establish a good communication mechanism with such communicators, publicize the product characteristics and services of the enterprise, encourage such communicators to put forward suggestions and opinions on the enterprise, and then improve the products and services in combination with their own actual conditions, so as to fundamentally reduce the number of negative online word-of-mouth.
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