Study On The Influence Of Negative Online Comment Recovery On The Purchase Intention Of Potential Consumers

With the advent of the Internet era,the network has become a very important form of consumption.In the process of online shopping,consumers can not directly access to goods,so products often appear to harm the crisis,which leads to negative online reviews and the impact of potential consumers to purchase intentions.Many scholars have focused on the study of negative online reviews,but few articles on how businesses should respond to negative online reviews,how to effectively respond to different types of feedback.The purpose of this paper is to explore the impact of negative comment recovery on the purchase intention of potential consumers under the situation of product harm crisis.The author of the relevant literature review,combined with its own experience of four drill shop on Taobao and consumer interviews,confirmed the research framework.Referring to the two kinds of feedback mode of the rational appeal and emotional appeal in advertising,the theoretical model is put forward based on the combination of the trust variables.A quasi experimental method was adopted to collect the data from the online simulation experiment.Descriptive statistical analysis,multi-factor variance analysis,reliability and validity test,factor analysis and Bootstrap analysis were used to test the hypothesis by SPSS17.0.The study found that:(1)The rational appeal and emotional recovery methods can improve the potential consumer purchase intention,and the difference was not significant(2)Type of negative comments:the product problems can not affect but service problems directly affect the potential consumer purchase intention.(3)The type of negative comment adjust the impact of respond mode on the potential consumers' purchase intention(4):Trust acted as the mediate effect in the relations of negative comment respond mode and the potential consumers' purchase intention.Provides businesses a new perspective to study the negative online reviews,enrich and deepen the theory,at the same time the analysis method of obtaining data of stimulus materials for research and practice in the future of the enterprise provides reference and management enlightenment.