The Effect Of Reply On Customer Intention To Purchase Based On Online Negative WOM

With the popularity of online comments, positive word of mouth bring continued prosperity for company. However, service failure online is unavoidable. The negative word of mouth caused by service failure influence the potential customers decision seriously. Therefore, the problems that need to be solved urgently is what measures need to take for those customers by company. This study will take potential customers those who never purchase in some online shops as the research object. We take erchants reply recovery based on online feedback system as the starting point of the article. Then, we discuss the effect of reply to potential customers. And at the same time, we take the customer perceived risk as the mediating variable. Then, we the different degree of product involvement, degree of failure and services failure type as the moderator to explore their effect in this mode. First of all, build online reply recovery mechanism model; Second, we chosed customers who had online shopping experience for our experimental investigation. We had collected 464 valid questionnaire; Then, using statistical analysis software SPSS19.0 to verify this model. Finally, summarizes the analysis. The results showed that: 1 Online merchants in reply recovery based on the feedback system, merchants sincere apology, in view of the problem of reasonable interpretation and commitment for service recovery can significantly reduce potential customer perceived risk and significantly promote their purchase intention, while merchants resist positive influence on customer perceived risk; 2 When the product involvement degree is low, merchants reply with apology + explanation+ promised effects could be best reduce the perceived risk and promote purchase intention and when product involvement degree is high, merchants reply strategy without obvious difference; 3 When merchants meet process failure, relative to the no apology merchants reply, merchants reply with a apologize could be better reduce perceived risk and promote purchase intention and the result error when the merchants reply effect without obvious difference; 4 When merchants service failure degree is higher, relative to the merchants reply without explanation, merchants reply which have the explain the failure could be better reduce customer perceived risk and promote purchase intention, but when service failure degree is low, n-o obvious difference was found between merchants reply strategies. At the end of the paper, we put forward the corresponding management according to these conclusions.