| In recent years,with the popularity of the Internet,online shopping has become an increasingly important way of shopping,with online shopping,online reviews have emerged,and become an important reference to judge the businesses,goods,express or.Among them,the negative online reviews are more concerned about the impact of potential buyers.Therefore,it is of theoretical value and practical significance to study negative online reviews.There are not many empirical studies on negative online reviews,this study from the existing literature about negative online reviews,based on the previous theory,combined with the actual situation at present,introduces the research topic and research method in this paper.This paper adopts the method of combining theory and empirical research to study the influence of negative online reviews on purchase intention in the context of low product involvement.The theory mainly focuses on low product involvement,word-of-mouth,internet word-of-mouth,negative internet word-of-mouth(including negative online reviews),the relationship strength,perceived risk,purchase intention and other aspects of the review and summary,which combined with psychology,consumer behavior construct a theoretical model of this research subject theory.Empirical aspects: mainly through questionnaire survey to collect data to verify the theoretical model and assumptions.The negative online reviews being more likely to "low product involvement situations" are the focus of the three visual features: negative online reviews form,number and length of negative online reviews,as independent variables,the perceived risk as a mediator of the intermediary role in the perceived risk of negative online reviews three intuitive the characteristics of purchase intention(dependentvariable)effect.The relationship strength is used as a moderator variable to study whether the relationship intensity can be regulated under the low product involvement scenario.According to the results of empirical data,this paper draws the following conclusions:(1)the three visual features of Negative online reviews have significant positive effects on perceived risk and purchase intention has a significant negative effect.Perceived risk has a significant negative impact on purchase intention.(2)Perceived risk plays a partial mediating role in the influence of the direct features of negative online reviews on the purchase intention.(3)The moderating effect of relationship strength was not significant.Under the situation of low product involvement,the potential buyers do not want to spend too much time and effort to establish a close relationship with the network business and maintain it,so the intensity of the relationship in this situation can not play a regulatory role.Finally,according to the results of empirical research,this paper puts forward four suggestions,namely marketing implications,and points out the limitations and prospects of this study. |
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