在如今的網絡環境下，當消費者選購新產品時，都會在網絡上搜尋相關的口碑訊息做為參考。其中，網絡口碑的表達方式和動機甚至與消費者的思維方式是否一致都會影響消費者的信任度。因此，當消費者瀏覽負面口碑時，符合消費者觀念的負面口碑更容易影響消費者最終的購買行為，導致其產生對新產品的抗拒，因此對於網絡負面口碑訊息類型、消費者理性與感性、消費者最終購買行為之間的關聯具有重要的理論及實務意義。
本文對網絡負面口碑這個議題提出了新思考，從理性與感性角度區分負面口碑訊息類型探求其對消費者消費行為的影響。通過本文的研究結論，對降低消費者新產品抗拒和應對網絡口碑訊息方面的問題提出了相應的建議與措施，以期對於未來的研究有借鑑意義。
In today's network environment, when consumers buy new products, they will search for related word of mouth information on the Internet as a reference. Among them, whether the expression mode and motivation of online word-of-mouth are consistent with the thinking mode of consumers will affect consumers' trust degree. Therefore, when consumers browsing the negative word of mouth, in line with the consumer concept of negative word of mouth are more likely to affect consumer finally buying behavior, causing them to produce resistance to the new product, so for the network negative word of mouth message types, consumer rationality and sensibility, the connection between consumer buying behavior eventually has important theoretical and practical significance.
This paper puts forward a new thinking on the topic of negative word-of-mouth on the Internet, and explores the influence of negative word-of-mouth messages on consumers' consumption behavior from rational and emotional perspectives. Through the research conclusions of this paper, the corresponding suggestions and measures are put forward to reduce consumers' resistance to new products and deal with the problems of online word-of-mouth information, in the hope of providing reference for future research.
