| With the deepening of the development and application of Internet technology,online shopping has become an important new channel for consumers to shop, and theproduct has become an important reference online review of online shopping. Researchshows that most online shoppers will see before buying goods online reviews userinformation. Comment on consumers shopping online is so important decisions,resulting in more and more businesses recognize the reality commerce transactionssignificantly affected by online comments. Therefore, a lot of businesses will not onlyevaluate the space and product development platform, and try to manipulate thereputation of providing positive online reviews, in order to guide consumers’willingness to buy. But Chinese Internet users are willing to share negative comments,so getting professional Shantie company business is booming up. Visible, the impact ofnegative online reviews on purchase intention is a critical issue, an urgent need fordeeper research.Domestic and foreign research study for negative online reviews influencewillingness to buy is not a lot, mostly comparative study with positive online reviewsof. Based on literature research, select a negative online reviews as the main object,product positioning in the experiential products to negative online reviews of thelength, content, presentation, reference price, similarity, perceived risk factors for thestudy research products business website experience negative online reviews how theperception of risk and thus affect the willingness to have an impact on consumerpurchase.In this study, a total of255questionnaires distributed,200valid questionnaireswere obtained, and the data for hypothesis testing variables impact analysis and models.Data collected by SPSS19.0conducted descriptive statistical analysis, analysis ofvariance, reliability and validity analysis, have reached satisfactory results. Finally,path analysis found: Content, comment length, comment expression of perceived riskwas significantly affected, and the largest Comment influence on perceived risk;perceived risk has a significant influence on purchase intention; reference price fornegative online reviews of perception risk of having a negative impact on a significantrole; similarity to the negative impact on the perceived risk online reviews have asignificant and positive effect. Based on the above findings, respectively, from how toavoid negative comments appear to strengthen the management of negative commentsredefine "pricing strategy" and other aspects of the corresponding recommendations. |
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