A Study On The Influence Of Emotional Intensity Of Negative Online Reviews On Consumers' Purchase Intention

With the rapid development of e-commerce companies in recent years,online shopping has become a part of people's daily life.Online reviews have become an important source of information for consumers to evaluate product quality.Among which negative online reviews have a greater impact on potential buyers.And receive more attention.Therefore,studying negative online reviews has certain theoretical and practical value.At present,there are relatively few researches on negative online reviews.This article begins with the existing literature on negative reviews and uses the hotel's negative online reviews as research objects to explore the relationship between emotional intensity of negative online reviews,perceived risk,perceived purchase intention and professionalism of recipients.And based on theories of prospect theory,availability-diagnosis theory,and online purchase intention,put forward hypotheses and construct the theoretical model of the paper.It mainly simulates the consumption environment and collects data by publishing questionnaires on the I nternet.It uses perceived risk as an intermediary variable to explain how the negative online reviews' emotional intensity influences the consumer's purchase intention,and takes into account the regulating effect of the professional level of different review recipients.Through the empirical analysis of the questionnaire data,the negative influence of negative online reviews' emotion intensity on consumers' purchase intention is verified.The stronger the negative emotion intensity contained in negative online reviews is,the lower the consumer's willingness to buy and the perceived risk are also verified.The existence of a mediating effect as a mediator variable.The study also finds that the degree of professionalism of receivers plays a regulatory role in the impact of negative online reviews on perceived risk and purchase intention,that is,the higher the degree of professionalism of recipients,the greater the influence of negative online reviews on the consumer's purchase intention.According to the research results,it provides some practical marketing strategies and suggestions for e-commerce companies,including how to manage negative online reviews of different emotional intensity and how to present comments to target audiences with different levels of professionalism of recipients,thereby reducing negative effects of negative online reviews for companies.