The Effects of Negative IWOM on Consumer Innovation Resistance: An Empirical Study on GMF in China

DOI

10.2991/ssemse-15.2015.405How to use a DOI?

Keywords

GMF; Negative IWOM; Credibility; Perceived risk; Attitude; Innovation resistance

Abstract

Based on the reverse thinking of innovation diffusion and Informational Influence Theory, this paper constructs a path model of the negative Internet Word-of-Mouth influence on innovation resistance in the environment of Chinese Genetically Modified Food market. The empirical study results show that objective factual negative IWOM is more credible but subjective evaluated negative IWOM has greater impact on perceived risk. Compared with the center dominant media, negative IWOM in individual dominant media has more credibility and perceived risk. Also, lower consumer risk attitude and perceived risk lead higher perceived risk caused by negative IWOM. Credibility and perceived risk, in turn, would have a negative significant impact on the product attitude. Finally, comparing with delay adoption, consumer product attitudes affect refusing and opposition adoption more pronouncedly.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - T. Chen
AU  - W. Shi
AU  - X.Q. Liu
PY  - 2015/11
DA  - 2015/11
TI  - The Effects of Negative IWOM on Consumer Innovation Resistance: An Empirical Study on GMF in China
BT  - Proceedings of the 2015 International Conference on Social Science, Education Management and Sports Education
PB  - Atlantis Press
SP  - 1580
EP  - 1584
SN  - 2352-5398
UR  - https://doi.org/10.2991/ssemse-15.2015.405
DO  - 10.2991/ssemse-15.2015.405
ID  - Chen2015/11
ER  -