Research On Negative Online Review Influence On Consumer Purchase Decision Of Experiential Commodity

With the rapid development of Internet technology, online shopping has gradually become an important form of consumer shopping. And online review impact on consumer purchase decision. More and more consumers are willing to share their shopping experience and feeling of the commodity in the network, which has greatly enriched the content of online review. So far, a large number of domestic and foreign scholars of studies about research on online review influence on consumer purchase decision, but only have relatively few studies about research on negative online review influence on consumer purchase decision of experiential commodity. Study the impact of negative online reviews on consumer purchase decisions, not only enrich the study of negative online reviews, but also contribute to the effective management of negative online reviews, promote the development of e-commerce enterprises.The in the relevant literature on the basis, negative online reviews as the research object, the commodity type positioning experience commodity, based on the technology acceptance model and the consumer purchase decision process model to construct the research model. Model selection negative online reviews of three factors as independent variables, respectively, quality of negative online review、the number of negative online review 、the strength of negative online review, and selection consumer perceive risk、consumer trust as intermediary variables, then consumer perceive risk and consumer trust impact on consumer purchase decision. Consumer perceived risk is divided into three dimensions: perceived economic risk, perceived risk and perceived service risk. Based on the model, put forward the research hypothesis:(1) quality of negative online review、the number of negative online review and the strength of positive online review positive impact on perceived economic risk, perceived functional risk and perceived service risk;(2)quality of negative online review、the number of negative online review and the strength of positive online review negative impact on consumer trust;(3) perceived economic risk,perceived functional risk and perceived service risk negative impact on consumer trust;(4)consumer trust、perceived economic risk, perceived functional risk and perceived service risk impact on consumer purchase decision of experiential commodity. Then questionnairesurvey was used to design the measurement scale of each variable and the questionnaire,and a combination of paper questionnaire and online questionnaire was used to collect the questionnaire. Descriptive statistical analysis, reliability analysis, validity analysis and structural equation modeling were used to analyze the questionnaire data. The results of the analysis show that only the number of negative online review positive impact on perceived functional risk negative, perceived economic risk negative impact on consumer purchase decision of experiential commodity is not established.On the basis of the above conclusion for e-commerce enterprises to put forward the corresponding management recommendations:(1)The e-commerce enterprises should pay more attention to negative online reviews of the experiential commodity.(2)Establishing an effective feedback mechanism, it efforts to reduce the number and intensity of negative online review.(3)The e-commerce enterprises should reducing consumer perceived risks,and enhancing consumer trust.(4)The e-commerce enterprises should encourage consumers publish positive online review, the incentives include discounts, cash back and other forms.All the above measures are in order to improve the network business or e-commerce enterprise’s benefit, and seek the long-term development of those enterprises.