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...