The Impact Of Online Negative Comments On Online Purchase Intentions - The Role Of Consumer Brand Identity

With the development of internet technology and improve of the social life level,the internet users of our country is growing very fast, the persons who purchase items on Jing-dong, Lynx and other websites are on the rapid growth. Shopping online is very convenient to people, at the same time it has many disadvantages. So customers often view the online comments and learn from the experiences of others when they purchase. While the negative comments online is more influential,and easy to be shared by consumers on the network, and it is more likely to attract the attention of consumers. So it has a great impact on consumer buying intentions. In addition,according to iResearch latest data,it is the trend that the consumer brand identity shift from offline to online, which has become the practical problem that online sellers must pay attention to. Therefore, this study investigates the effect of negative online reviews on network purchase intention and moderating effect of consumer brand identity.With the online shopping consumers as the research objects, this study collects the related data by using the methods of questionnaire, and this study uses SPSS 19.0 and AMOS 16.0 statistical methods, such as descriptive analysis, reliability and validity test, correlation analysis, variance analysis and regression analysis to research the effect of independent variable (negative online reviews) on dependent variable(network purchase intention) and see consumer brand identity as a moderator. The study mainly discusses the relationship among negative online reviews, consumer brand identity and network purchase intention.Through the empirical analysis, this study arrives at these conclusions: Firstly,the number, the quality, the reliability, the strength of negative online reviews have negative effects on network purchase intention significantly. Secondly, consumer brand identity moderates the relationship between the number of negative online reviews and network purchase intention, namely, the positive effect of the number of negative online reviews posed on network purchase intention can be weakened by consumer brand identity. Consumer brand identity moderates the relationship between the quality and network purchase intention, that is to say, the negative effect of the quality posed on network purchase intention can be weakened by consumer brand identity. Consumer brand identity moderates the relationship between the reliability and network purchase intention, namely, the negative effect of the reliability posed on network purchase intention can be weakened by consumer brand identity. Consumer brand identity moderates the relationship between the strength of negative reviews online and network purchase intention, that is to say, the negative effect of the strength of negative reviews online posed on network purchase intention can be weakened by consumer brand identity.This study provides four suggestions for online sellers: Firstly, should control the negative comments especially the quality of negative comments. Secondly, online sellers strengthen the quality of service, and do better in communicating with consumers. Thirdly, online sellers should improve the brand identity of consumers,take the road of brand marketing . Fourthly, online sellers should aim at the target consumers and formulate correct marketing strategy. Finally, this study summarizes the limitations of sample size and variable measurement, pointing out the future research direction.