The Effect Of Two-sided Reviews On Purchase Intention Of Consumers

two-sided reviews refer to online reviews set of a product consists of both positive and negative review related to products.One-sided reviews refer to online reviews set of a product consists of either positive or negative review related to products,such as positive reviews set or negative reviews set.This paper discusses the effects of two-sided reviews on consumers' purchase intention from the perspective of two-sided information.First of all,we explore the differential effect between one-sided reviews and two-sided reviews on consumers' purchase intentions;secondly,the most important variable in online review research is the ratio of negative reviews of online reviews,which has a strong correlation among two-sided reviews and purchase intentions.Therefore,we introduce negative review ratio into the study,and explore the effect of the ratio of negative reviews in two-sided reviews on consumers' purchase intention;Finally,previous studies have found that there is still a process of product trust formation as consumers engage in online review information processing to form purchase intentions.Therefore,there is also a strong correlation among product trust perception,two-sided reviews and purchase intentions.Product trust perception is considered as a mediation variable between two-sided reviews and purchase intention,and then we explore whether product trust perception mediates the effect of two-sided reviews on purchase intention.In this study,we obtained the following results through situational experiment:(1)Compared with one-sided reviews(only positive reviews and only negative reviews),consumers' purchase intention under the condition of two-sided reviews is higher;(2)The high and low ratio of negative reviews in two-sided reviews will have different effects on individual purchase intentions.Compared with high negative review ratio in two-sided reviews and only positive reviews,consumers have higher purchase intention under the condition of low negative review ratio in two-sided reviews;(3)Product trust perception plays a mediation role in the effect of two-sided reviews on consumers' purchase intention.There are two innovations in this study: firstly,we show that consumers have higher purchase intentions under the condition of two-sided reviews than one-sided reviews(only positive reviews and only negative reviews);and then we explore the ratio of negative reviews in two-sided reviews will affect the individual's purchase intentions.Compared with high negative review ratio and only positive reviews,consumers have higher purchase intentions under the condition of low negative reviews in two-sided reviews.This result provides scientific guidance for enterprises and e-commerce marketing,stating that the ratio of positive and negative information in the review can be used to increase purchase intentions;and finally,product trust perception plays a mediation role in the effect of two-sided reviews on consumers' purchase intention which has been verified.That is to say,we demonstrated two-sided reviews play an important role in the process of consumers' perception of product trust,and then it has an important effect on the formation of purchase intention.