The Impact Of The Contradiction Between Online Initial Comments And Online Additional Comments On Consumers' Purchase Intention

The online comment refers to the concept that the consumers share their perceptions and opinions about businesses,products,or servicesthrough an online comment system provided by the electronic shopping platform in the current online shopping environment.With the rapid development of electronic commerce in recent years,the single commenttype can not completely meet the needs of consumers to obtain the relevant information of goods.Many e-commerce platforms have added online additional comments on the basis of existing online initial reviews,allowing consumers to make reviews again within a certain period of time after buying goods.However,online reviews contain a variety of information,and consumers ' online initial comments and online additional comments may include both positive and negative comments.Will the readers' own ambivalence be influenced by some comments when online comments contradict each other,especially when the online initial comments and the online additional comments by the same comment publisher contradict each other?7Will the contradictory online comments affect the consumers'purchase decisions?Most of the existing theories focus on the study of the contradictions of online initial comments,with little attention to the impact of the emerging online additional comments.?But the online initial comments from the same publisher clashed with the online additional comments,which is often a real problem for potential consumers of online comments.,Therefore,this study introduces the online additional comments into the research of online comment contradiction,and argues that the contradictory attitude,perceived risk and risk attitude are very important variables in the consumer purchase process.It is not only a useful supplement to the existing research conclusions,but also plays a guiding role in the management of the e-commerce platform and the merchant's comments.The study focuses on three key issues:1.The influence of the contradictory online initial comments and additional comments on the consumers' ambivalent attitude;2.The influence of contradictory online initial comments and additional comments on the consumers' perceived risk,and the regulatory role that the consumers' ambivalent attitude may play;3.After reading the contradictory online initial comments and additional comments,whether the perceived risk has a significant impact on the purchase intention,and the regulatory role that the consumers' risk attitude may play.This study will use the method of combining theoretical deduction and empirical test to lay the theoretical foundation of this study through collecting and summarizing the relevant theories in classical literatures at home and abroad by reviewing and combing methods.The real data of consumers ' feedback in the context of different kinds of contradictory online initial comments and online additional comments are collected through the situational experiment method.By means of statistical analysis,the hypothesis of this study is validated.The main conclusions of this study are as follows:there are significant differences when the variety of consumers' ambivalent attitude and perceived risk are influenced by the types of online initial comments and online additional comments,while the consumers pay more attention to online additional comments.The consumers' ambivalent attitude plays a positive regulatory role when they read contradictory online initial comments and additional comments.The consumers' perceived risk has a negative impact on the purchase intention,while the risk attitude plays a negative regulatory role.