How Do Conflicts Between Score Ancd Text Of Online Review Influence Consumer's Attitude And Purchase Intention

Online reviews have become important information for reference to make decisions of purchasing with the development of e-commerce.Vendors also pay attention to the influence of online reviews on consumers.It often occurs that when we viewed a“five-star”positive review but the text was negative,which may said that the cloth was just so-so or it didn't feel soft.And when we viewed a“one-star”negative review but the text was positive,which may said that I liked it so much and it was worth the money.What effect will this situation have on consumer and what's the inner mechanism,it's all worth of exploration.The research studies on conflicts between score and text or inconsistencies'influence within single review on consumer by operating experiments,and explains how conflicts influence consumers by attitude theory.We found that the conflicts can lower the purchasing desires generally,but the influencing path is different within different situation.While the comment context is positive,conflicts influence consumers' desire by influencing consumers' emotion.And while the comment context is negative,conflicts by influencing consumers' cognition.Although the conflicts in single review lower the purchasing desire,the reduce of negative comments is much smaller than the positive comments,it can be explained that consumers gave much more trust in high score and negative comments and they obtained more information form that.We also found that the higher quality of comments was,the more conflicts influenced consumers' emotion,cognition and purchasing desire.That is,consumers get more information from the comments of higher quality.This paper studies on the consumer behavior in online shopping environment,the certain research experiment expands the attitude theory 's applying range.And we gave some advice of the online store operation.First of all,manage the conflicts of online reviews effectively,vendors should notice that if there were comments with conflicts mixed in the regular reviews.Secondly,pay attention to after-sales service and interaction between sellers and buyers,vendors should respond effectively to negative reviews and deal with the problem raised by customers in the comments,respect consumers' opinions.Vendors can give a postcard and holiday gift,or promote in certain time to maintain a long-term relationship with consumers.