首先，文章在理论分析的基础上，构建了虚拟社区涉入、负面网络口碑强度、消费者品牌转换行为以及相关调节变量的刻画要素，并对其相互关系进行了理论假设，构建了研究的理论模型。其次，通过对实证结果的分析和对研究模型的修正，对虚拟社区涉入、负面网络口碑强度、消费者品牌转换行为之间的相互关系进行了描述，并证明了抱怨反应的调节作用。最后，文章从消费者、网络监管者和企业的角度提出了相关建议。%On this basis of theory analyzing,we built the elements of virtual community involvement,negative the IWOM intensity,the consumer brand switching behavior and the related adjustment variables . We proposed theoretical assump-tions and build a theoretical model. To further explore the specific relationship between the variables,we conduct an em-pirical test on the assumptions and model through the questionnaire survey. Through the analysis of empirical results and the amendments to the research model,we described the relationship between virtual community involvement,negative IWOM intensity and the consumer brand switching behavior. We further prove the regulatory role of the complain reaction. Finally,the article put forward relevant proposals from the perspective of consumers,network regulators and en-terprises.
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