Empirical Research On Merchant Online Response Negative Reviews Impact On The Purchasing Intension Of Potential Customers

In the era of Web2.0,massively emerging user-generated-content plays a decisive role in consumers’ purchasing decisions-However,a variety of unexpected situations are difficult to avoid in the provision of services enterprises,negative online reviews are pervasive for every business.It has been pointed out that negative online reviews will enhance the distrust of potential consumers,this sense of distrust will further hinder the smooth formation of transactions and have a negative effect on consumers’ willingness to buy and business performance.Therefore,how companies respond and manage negative online reviews,reduce the negative impact of negative comments on corporate image is particularly important.Recalling the previous literature on service errors and remedies,we can see that in the field of customer relationship management,scholars are more concerned with customers who have experienced service failures.The research object is existing customers,and the type of service remedy can be used to improve customer satisfaction and their willingness to repeat purchase.Few scholars from the point of view of potential consumers for businesses to reply comment information provide advice and reference.In addition,most academic research on corporate negative comments builds on offline entities,and studies on negative online reviews in online environments are inadequate.Based on the openness of the Internet,even a one-on-one response from a publisher to a negative reviewer on an online platform is also a special comment for potential onlookers and as a buyout decision Information Source.Practice and research indicate that the response of the merchants to the negative comments made by the existing customers shows that they want to take remedial measures to reduce the negative impact of negative comments,which will allow potential consumers to form a positive attitude towards the corporate image and increase the purchasing possibility.Based on the review of the relevant literature,this paper introducing potential consumers as the research object,starting from the merchants’ recovery remedies based on the online comment system,based on the SOR theory,the theory of attribution and the theory of service recovery,analyzing the different ways of replying to the negative comments of the existing enterprises and studying the influence mechanism of the different merchant replying methods on the potential consumer behavior.Specifically,this paper embodies the negative online comments of consumers caused by different service failures in the industry into the hypothetical scenarios that consumers may encounter;By placing the business reply method in the negative online commenting scenario,introducing consumer trust as an intermediary variable to study the moderating effect of the three types of negative online comment on the merchant’s reply mode.This study uses scenario simulation method to evaluate the impact of different ways of replying remedy to the potential consumer trust and purchase intention.SPSS 19.0 is effective for recovery Questionnaire data analysis to verify the research hypothesis.The main results obtained in this study are as follows:(1)The presence of negative online reviews will significantly affect consumer attitudes toward purchase intention;Different business response modes towards negative online reviews have a significant positive effects on the recovery of the potential consumer perception of business trust and purchase intention,and the potential consumer perception that business trust significantly and positively affects their purchase intention.(2)The business response mode has a significant positive impact on the potential consumer perception of business trust and purchase intention,and the potential consumer perception of business trust has a significant positive impact on their purchase intention.(3)Potential consumer trust exists as an intermediary between the way of business reply and consumers’ purchase intention.(4)Negative online comment(including three types of result error,process error and interaction error)has no significant effect on the mode of business response to potential consumer trust and purchase intention.On the basis of the conclusions of this study,some corresponding management suggestions about how businesses respond to the negative online comment are put forward.Help the business managers choose the appropriate reply ways and maximize the resource utility.Finally,based on the limitations of this study,we discuss possible future research directions.