Analysis of the Influence of Internet Negative Word-of-mouth on College Students' tourism Product Negative Purchase Intention

This article aims to study the relationship between the negative information on travel products and the negative purchase intention of college students. Based on theoretical analysis and logical reasoning, this paper believes that the negative reputation of tourism product network is positively related to the negative purchase intention (from the quality, quantity, professionalism of the negative information itself, and the relationship between the senders and the receivers. The relationship between the tightness starts to explore the impact on negative purchase intentions, and the consumer self-construction type regulates the relationship between the two factors. For example, the independent self-construction type of consumers will be reduced relationship. The data analysis results support the assumptions in this paper. Based on it, the article proposes how to deal with Internet negative word-of-mouth.