The Effect Of Reply Modes Of Negative Online Comments On Consumers' Purchase Decisions

With the rapid development and continuous improvement of e-commerce and online payment systems,online shopping has become one of the main ways of consumers shopping and lifestyle,and a large number of the research and empirical investigations indicate that online review is an important reference for consumers in the online shopping.So online reviews have become one of the most influential sources of information in consumer purchase decisions.More and more businesses are aware of the significant impact of online reviews on their own electronic word of mouth(eWOM)and sales,especially the negative effects generated by negative online reviews.In the case of negative online reviews can't be deleted and modified,businesses are mostly used in the form of a reply to try to reduce the negative impact of negative online reviews.Businesses' responses to negative online reviews are an extension of the traditional service failure recovery measures,which have an important impact on the purchase intention and attitude of consumers.However,there is little research on the impact of business reply on consumer purchasing decisions,and the current research only discusses the impact of the attribution on consumers,have not been studied on the other angle,so that the network business in the management of negative online reviews when the lack of certain theoretical guidance.From a new perspective,this study used the Construal Level Theory that trying to explain the effect of the business reply.According to this theory,the business reply is divided into a high construal level and a low construal level to explain the effect of recovery.The effect of the high/low construal level of reply on consumers' purchase decision and product satisfaction was explored by three studies based on construal level theory.The results show that:(1)there is a difference between consumer purchasing decision and product satisfaction under different psychological distance.For the low construal level of network reply,the consumer's purchase intention and product satisfaction are higher than those in the far psychological distance,and for the high construal level of network reply,the result is opposite.(2)There is a difference in consumer purchasing decision and product satisfaction under different commodity types.For hedonic products,consumer's purchase intention and product satisfaction are higher than those in the low construal level.For the utility product,the consumer's purchase intention and product satisfaction are higher than those in the high construal level.(3)The effect of construal level is enhanced by the combination of psychological distance and commodity type.When the psychological distance is close,the low construal level of the utility product is better than the high construal level.In the far psychological distance,the high construal level of the hedonic product is better.