The Effects Of Online Negative Comments On Purchase Intention Of College Students

In recent years, online shopping has become an important way of people’s consumption.Because of the online shopping is virtual, there are some risks through online shopping, at this background, the shoppers’ comments provide important information for consumers. On the basis of previous researches this paper starting from the negative comments, using the theory of consumer behavior on purchase intention influence consumer research. The paper divided the latent variables into five measuring dimensions: the form of negative comments, the timeliness of negative comments, professional ability of consumers, the trust propensity of consumers and the involvement in product of consumers. This paper used the perceived usefulness and purchase intention of consumers as mediating variables and the dependent variables, and established structural equation.Secondly, the questionnaire was designed according to the research content. This paper used the ten universities’ students of HeBei as survey objects, and tested structural equation model by the survey data. The results showed that : the timeliness of negative comments and the involvement in product have a significant direct impact on consumers’ perceived usefulness; negative comments form and consumer’s trust propensity have an indirect effect on perceived usefulness. The negative comments form and consumer’s involvement in product have a significant direct impact on consumers’ willingness of purchase, the timeliness of negative comments and the trust propensity of consumers have an indirect effect, this paper shows the specific impact factors.Finally, based on the research conclusions, for the principle to reduce the consumers’ decision time and improve the sales of sellers, the paper puts forward the corresponding suggestions and counter measures for the consumers, the electric business platform and the sellers, and points out the limitations of this paper.