今日網路無所不在且無遠弗屆，網路成為對企業產品或服務不滿意的消費者發洩怒氣的重要管道，現今企業的潛在顧客在購買之前，喜歡上網搜尋產品的正負面評價，尋求相關建議，再下定購買決策。面對巨量多元網路族群即時、多對多的線上溝通，橫跨各式各樣、不斷增加的輿論平台，企業能置身事外嗎？任憑負面網路口碑流竄，打擊企業形象，而毫無作為嗎？本研究以負面網路論點強度探討消費者負面網路口碑採用，再以企業聯繫能力和企業回應幫助性做為調節變數，深入研究消費者的叛離程度。本研究以www.mobile01.com之實際消費者負面網路口碑為文案，進行問卷調查，再以結構方程模式進行各構面信效度的確認，並進一步驗證研究架構的各個假設，希望能喚起企業對負面網路口碑的高度重視。
　　研究結果如下：(1)負面網路口碑論點強度會顯著正向影響消費者負面網路口碑採用。(2)負面網路口碑採用會顯著正向影響消費者叛離。(3)當企業有較佳的聯繫能力時，負面口碑採用與消費者叛離之關係並不會被削弱。可見，企業若僅是提供線上駐點的業務代表，來增加與消費者的聯繫能力並不足以改變負面網路口碑採用對消費者叛離之影響。(4)當企業回應幫助性較佳時，負面口碑採用與消費者叛離之關係會被削弱。由此可知，企業不能僅是提供線上業務代表來增加回應能力，更應在對針對負面網路口碑所做的回應內容上多些著墨；力求回應能對消費者產生實質的幫助，如此才能降低消費者叛離。(5)企業能對負面網路口碑能有所回應則消費者負面網路口碑的採用會被降低。(6)企業能對負面網路口碑有所回應則可降低消費者叛離。
　　針對研究結果，本研究提出實務管理建議供企業經營者參考。例如：如何在負面網路口碑出現在公開平台之前，消費者藉由官方管道所提出疑慮與投訴能及時解決；萬一不幸負面網路口碑出現在公開平台，企業可藉由何種方法來迅速地撲滅，防止大火燎原，甚至轉化為正面口碑，挽救企業聲譽…等。最後，提供本研究之研究限制與未來研究方向，供後續研究者參考。

　　Today, Internet is ubiquitous and far-reaching. Internet has become an important conduit to vent angry consumers’ dissatisfaction for business’ products and services. Nowadays, before their purchase, potential customers would like to search whether products have positive or negative evaluation on the Internet, to seek relevant recommendations from others, and then to make the purchase decision. Facing massive and diverse network users across a wide range of instantly online-communication and media platform, can enterprises stay out of it? Can they do nothing amid negative eWOM (electronic word of mouth) flows against their corporate image? This study investigates consumers’ adoption of negative eWOM based on the strength of arguments from negative eWOM, and then used contact ability and response helpfulness of corporate as controlling variables in order to understand consumer’s defection. We take the actual consumer’s negative comments of www.mobile01.com as samples to make questionnaires, then use the structural equation modeling (SEM) to confirm the reliability and validity of each dimension, further validate each hypothesis in the research framework, and hope to let enterprises pay more attention to negative eWOM.
　　The results are as follows: (1) The strength of arguments from the negative eWOM will significantly and positively cause the negative eWOM adoption of consumer. (2) The negative eWOM adoption of consumers will significantly and positively influence consumer defection. (3) When a corporation has better contact ability, the relationship between the negative eWOM adoption of consumer and consumer defection will not be weakened. That is, if the corporation only provides online business representative in order to increase their contact ability with consumer, it is not enough to change the impact on consumer defection from negative eWOM adoption of consumer. (4) When the response helpfulness is better, the relationship between the negative eWOM adoption of consumer and consumer defection will be weakened.
　　Therefore, companies cannot simply increase online business representatives to increase the ability to respond, but should focus on responding the negative eWOM. By responding to consumers to generate a realistic help, it will reduce consumer defection. (5) If the corporation can respond to the negative comments, the negative eWOM adoption of consumer would be reduced. (6) If the corporation can respond to the negative comments, the consumer defection would be reduced.
　　Based on the findings, this study proposes recommendations of practical management for the enterprise management. For example: How can a corporation promptly resolve consumers’ concerns and complaints before the negative eWOM shows up in a public platform? If the negative eWOM unfortunately appears in the public network platform, how can a corporation quickly extinguish the fire before it expands to the full scale, and even turn the negative into positive eWOM to save the corporate reputation? Finally, we present the limitations of this study and the directions for future research.

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