Study On The Impact Of Negative Consumer Reviews And Merchant Replies On Consumers’ Purchase Intension

With the popularity of the Internent, vast and discrete information rushes to online customers, it is changing the customers’ information search and process mode. These changes have a great affection to customers’ online transactions. Online consumer review is one of the typical form of Internet word of mouth, is also the main information which consumers accept as online trading, it is very important for consumers’ trading results. So, more and more scholars and online merchants focus on the impact of online consumer review on consumer’s purchase intention. Using empirical approach, this paper makes a comprehensive discuss to the impact of negative online consumer review’s searching clues on potential consumers’ purchase intention, and gives a strategy about replying to negative online consumer review.Based on the theories and methods about management science, psychology and consumer behavior, adopting both theoretical approach and empirical approach, this paper give a thoughtful discussion to the impact of negative online consumer review on potential consumers’ purchase intention and the strategy to reply to the negative online consumer review to reduce negative affection.There are some following main innovations of this paper:Firstly, based on vast amounts of network information, this paper will treat negative online consumer review as one type of the network information, and study the impact of its researching attributions on potential consumer’s purchase intention.Secondly, the mechanism of negative online consumer review making impact on potential consumer is found from the scope of attribution theory and some reply strategies are made in order to reduce the negative impact. Besides, making use of the information processing theory to test negative online consumer review and its reply’s processing depth, thus prove the validity of the reply.Thirdly, this paper gives a innovation to the method on Word-of-mouth research. Besides the traditional methods of scale and questionnaire, E-prime software is also used to test the participants’ information processing depth of different information in this study.