The Effect Of Online Negative Reviews On Consumers' Purchase Intention

With the "Internet accelerated speed" era,online shopping has become an indispensable part of consumer life.In the process of consumer shopping,because of the asymmetric information between the buyers and sellers,consumers will refer more to the product online reviews to obtain more detailed information of the goods and make better decisions.Compared with positive reviews,consumers are more sensitive to negative reviews.First of all,we start from online negative reviews,and draw lessons from the research results of online reviews at home and abroad.Introducing consumer perceived usefulness as a mediator variable.To determine the quality of online negative reviews,the timeliness of commentators' comments,the reliability of the commentators,the professional competence of the consumers,and the degree of consumer involvement in the product as a latent variable,With the purchase intention as a dependent variable,A theoretical model of online negative reviews' dimensions and perceived usefulness on purchase intention is constructed,and relevant hypotheses are put forward.Secondly,a questionnaire survey is conducted among college students.The descriptive statistical analysis,reliability analysis,exploratory factor analysis,correlation analysis and regression analysis were carried out on the recovery questionnaire,and the proposed hypothesis was tested.The result shows that The quality of online negative reviews,the timeliness of commentators' comments,the reliability of the commentators,the professional ability of consumers,and the significant positive impact of consumers on the degree of product involvement and the willingness of consumers to purchase;The quality of online negative reviews,the timeliness of commentator reviews,and the reliability of commentatorshave a significant positive impact on perceived usefulness.Consumers' professional competence and consumers have a significant negative impact on product involvement and perceived usefulness.There is a significant positive correlation between perceived usefulness and purchase intention.Perceived usefulness plays a mediating role between online negative reviews and purchase intentions.Finally,according to the research conclusion and the development status of online shopping,to provide a theoretical reference for promoting the rapid and healthy development of online shopping,from the perspective of businessmen and consumers,the corresponding suggestions are put forward.