| With the rapid development of the Internet in China, electronic commerce, such as C2C, B2B and B2C, get a rapid development in a few years. And the progress of shopping online has led to the emerging of post and read comments on the internet. The comments posted by other buyers become the main information resource and the most critical factor that helps consumers make their purchase purchase intentions. In recent years, scholars usually focused on the pattern of manifestation and influencing factors while ignoring consumers’mixed emotions and its impact on their purchasing behavior. Here we add the mixed emotion into the factors from the angle of the inconsistent of online comments to explore the relationship between the mixed emotion, the inconsistent of online comments and consumer’s purchasing intention.This paper studies the problem as follows:Firstly, what kind of decision will be made in the case of inconsistent of online comments? Secondly, what kind of impact on consumer’s mixed emotion will occur in the case of inconsistent of online comments? Thirdly, how will the mixed emotion influence the consumers’purchase intention?To answer the above questions,this paper based on the S-O-R model which proposed by Mehrabian & Russell (1974) on emotional experience and the relationship between the willingness of consumers to buy as a theoretical basis to build research model framework of the paper and make relevant assumptions. Research methods have used in this paper are mainly literature search, interviews and experimental design to online shoppers as experimental theme, experimental design of this study based on issues and assumptions made by, and this paper collects first-hand data in the form of a questionnaire survey, and finally using SPSS21 software for data collection regression analysis of assumptions to verify one by one, and to arrive at the conclusion of this paper. The main conclusions of this paper are as follows:(1) The proportion of online reviews inconsistency has a significant impact on consumer purchase intention. Among them, the case of being more positive and less negative online reviews has a significant positive effect on consumer purchase intention, and the case of being less negative and more positive online reviews have a significant negative effect on consumer purchase intention.(2) In the same way, the order of online reviews inconsistency has a significant impact on consumer purchase intention.The case of positive online reviews in front of negative online reviews have a significant positive effect on consumer purchase intention, and the case of negative online reviews in front of positive online reviews have a significant negative effect on consumer purchase intention.(3) The proportion of online reviews inconsistency has a significant impact on the mixed emotions. Among them, the case of being less negative and more positive online reviews has a significant positive effect on the mixed emotions of Positive-dominated. And the case of being more negative and less positive online reviews have a significant negative effect on the mixed emotions of Positive-dominated.(4) In the same way, the order of online reviews inconsistency has a significant impact on the mixed emotions. the case of positive online reviews in front of negative online reviews has a significant positive effect on the mixed emotions of Positive-dominated. And the case of negative online reviews in front of positive online reviews has a significant negative effect on the mixed emotions of Positive-dominated.(5) Mixed emotions have a significant impact on consumer purchase intention. Among them, the mixed emotions of Positive-dominated have a significant positive impact on consumer purchase intention. And the mixed emotions of Negative-dominated having a significant negative impact on consumer purchase intention.Finally, based on empirical research results, this paper summarizes some marketing implications of the electricity supplier in the field of marketing revelation, as all businesses should pay attention to the marketing of consumer sentiment, and attention and effective management of consumer online shopping in the process of complex mixed emotions, and for the electricity suppliers development atatus field made several recommendations. Firstly, the business should focus on consumer sentiment marketing, attention and effective management of consumer’s complex mixed emotions in the process of online shopping, and respond to the consumer sentiment and buying behavior triggered by the choice. Secondly, optimizing online review platform. Businesses and website should propose improvements to ensure the authenticity of the online reviews of the platform. And they should take a negative evaluation of certain material and spiritual remedies to appease dominant negative consumer sentiment.Thirdly, online merchants should create a comfortable online shopping environment, and strengthen all aspects of the service to consumer. |
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