| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 94 === This research is to investigate online negative word-of-mouth（ONWOM）effect . Negative word-of-mouth means that, when consumers have dissatisfying purchasing or using experiences to a product or service, the process to tell others the dissatisfying experiences and to suggest others not to purchase or use this product.
Under the appearance and development of the internet network, not only has subverted the traditional commercial type of operation in the past but also made consumers search the relevant information method of the products and change, and the information dissemination of word-of-mouth taking website as media has been broken space-time geography is limited, offer consumers to surmount more extensive information source outside relatives and friends at one's side.
This research is to discuss the impact of「strength of online negative word-of-mouth」、「disseminator’s expertise」 and 「strength of relationship」on consumer purchase decision, and this study also discusses how「consumers’ product knowledge」play as a moderator on the negative effect.
On the research approach, this research regards internet network user as the research object, and choose the cell-phone to fill out and answer the products as the questionnaire. Verify some to analyze variables influence on consumer's purchase decision with hierarchical regression in the model.
The results reveal that strength of online negative word-of-mouth and strength of relationship would affect the consumer purchase decision. consumers’ product knowledge will weaken strength of online negative word-of-mouth and disseminator’s expertise impact on consumer purchase decision.
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