A Research On The Impact Of Negative Reviews Of Business On College Students' Purchase Intention

With the development of the network,network users and network transactions,the online shopping has gradually become a way of trading in the network and network businesses are increasingly concerned about college students.The popularnty of online shopping not only improve the speed,but also improve the effectiveness of product information sharing.As part of the online shopping platform.Online review platforms provide consumers with product experience and also is a channel to help consumer search product information.As a commentary on the online review platform,some negative comments come from the real feelings of consumers,some will come from some malicious comments.In order to present the real product information to the consumer,the merchant can communicate with the commented consumer through the online commentary platform.One purpose of the business is to explain the information which provided by the consumer by using the reply information of the merchant and reduce dissatisfaction,another is to provide potential consumers with objective product information to prevent malicious comments from interfering with potential consumers.In the previous research,most focused on the study of the impact of negative comments on consumer purchasing intentions,rarely involves the impact of businessmen response to negative comments on consumer buying intentions.On the basis of reference to a large amount of literature,this paper takes S-O-R as the model and ELM theory as the theoretical framework,selects the business response as the independent variable.The independent variable is divided into two dimensions:explanatory reply and apology,positive emotions as mediator variables,perceived rationality as a regulatory variable,college students purchase intention as the dependent variable to build the research model and put forward the relevant research hypothesis.In this study,the experiment was divided into two experiments.Experiment 1 was divided into two groups of experiments to explore the effect of explanatory and apologetic responses on the purchase intention of college students,and the same type of response as a control group.Experiment 2,using 2×2 group type,A1(explanatory reply,high sense of rationality),A2(explanatory reply,low perceived rationality),B1(apology recovery,high sense of rationality),B2(apology Type reply,low perceived rationality).This paper use SPSS21.0 software to analyze the data and verify the assumptions.In the end,the study shows that(1)The explanatory replies and the apologies are more likely to result than the unified reply,and the explanatory returns result in higher consumer willingness to buy than the apologetic response.(2)Positive emotions play a mediating role in the business response to the consumer's intention.The higher positive emotions,the higher consumers purchase intention accordingly.Explanatory and apologetic responses are more likely to arouse the positive emotions of the consumer than the unified reply,and the degree of positive recovery is higher than the degree of apology recovery.(3)Perceived rationality in the business response to the impact of positive emotions play a regulatory role,apologetic response to arouse the positive emotions of consumers will be low.The degree of positive emotions of the consumers evoked by the explanatory replies.Perceived rationality of low business returns,apologetic response to arouse the positive emotions of consumers will be higher than the interpretation of the respondent to arouse the positive emotions of consumers.