WOM Type,Communication Mode and Perceived Credibility of Online Negative Word-of-Mouth——Take 3G Phone as an Example

For high-tech products,Online Negative Word-of-Mouth(ONWOM) broadcasts faster and wider when compared with the traditional face-to-face(FTF) way,which makes perceived credibility an important factor to influence consumers' brand attitude.This paper found out that,WOM type and communication mode are the two key factors to influence perceived credibility.Specifically,rational ONWOM is more believable than emotional one;ONWOM broadcasted in individual-controlled online media is more believable than center-controlled one.Significant interaction effect is also distinct,which means that rational ONWOM broadcasted in individual-controlled online media has the highest perceived credibility,while emotional ONWOM broadcasted in center-controlled online media reached the lowest level.