摘要：购物网站不断完善，开发出了客户反馈系统，使得全世界的消费者在国际社会中表达个人对产品或者服务的经验和理念，彼此交换意见交流想法，由此逐步出现了“网络口碑”。网络口碑是直接影响购买意愿的。产品的“正面口碑”和“负面口碑”都是会影响消费者对于商品的判断和选择能力，这种影响是显著的。本文以网络口碑为研究方向，针对负面网络口碑对消费者购物体验产生的影响，从感知价值以及购买意愿的相关性进行分析研究。
关键词：负面网络口碑 感知价值 消费者购买意愿
Abstract：Improve the shopping website, developed a customer feedback system, makes the consumers all over the world in the international community to express personal experience with a product or service and ideas, exchange views with each other exchange ideas, thus gradually appeared "Internet word of mouth". Internet word of mouth is a direct impact on purchase intention.Products of "positive word of mouth" and "negative word of mouth" is will affect the consumers for goods ability of judgement and choice, the effect is significant. Based on Internet word of mouth as the research direction, in view of the impact of negative iwom shopping experience for consumers, from the perceived value and purchase intention of correlation analysis.
Key Words：negative iwom perceived value consumer purchase intention
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