當企業的產品與服務發生服務失誤時，會產生抱怨與不滿而導致顧客抱怨，顧客透過網路抒發不滿情緒,就容易形成網路負面訊息。以往的研究多偏重在面對負面公共報導或謠言時，企業的回應方式及效果或針對負面口碑或網路負面口碑內容對資訊搜尋者的影響。針對一般網友以不同的回應方式回應網路負面訊息時，對負面訊息提出者的說服效果之相關研究，並不多見。因此針對此領域作探索性的研究, 以利後續之研究。
本研究以觀察法進行,實際觀察並記錄網路論壇會員面對網路負面訊息的互動行為的現況，觀察期間研究者與觀察員針對選定之網路論壇之負面訊息進行追蹤觀察並紀錄。檢視紀錄時，將有顯著異常的樣本予以排除，將紀錄再coding 成數據後，進行敘述性的統計分析及相關分析。
本研究發現產品問題是引起網路負面訊息的主要原因。回應的數量與時機對網路負面訊息提出者的說服效果相關；不同的回應方式與網路訊息提出者的說服效果相關；不同回應方式的回應篇數彼此之間亦會相互影響；當網路負面訊息已有正負面的回應後，在後續的次篇回應方式亦會影響網路訊息提出者的說服效果，最後依據本研究之結論建立出一套流程圖，供企業作為管理網路負面訊息的參考。

Product or service will cause customers complain when the service-failure happened, then customer will expresses discontented mood through the internet. Finally, it might be apt to form the online negative word-of mouth. Past research is focus on the influence of company response strategy to the negative public report or rumors, or the impact on the information searcher of online negative word-of mouth. But there is not too many studies focusing on persuasion result of the online negative message raiser different responses by way of the general respond message. This exploratory study is aimed at this field.

In this study, it proposes an observation method to record the interaction of the internet negative message and the general respond message from particular forum and coding the record to the data. And proceed to the correlation analysis.

There are some discoveries as follows,
1.The quality of the products is the main reason that cause online negative message.
2.The quantity and timing of the response are correlated with the persuasion result of the online negative message raiser.
3.Different response will correlate with persuasion result of the online negative message raiser.
4.The record of response of different responses will also influence each other each other.
5.If the online negative message has already had response then second response will influence the persuasion result of the online negative message raiser also.
Finally, set up a flow chart according to the conclusion of this study. It should be a reference for the online negative message management for enterprises.

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