Research On The Influence Mechanism Of Negative Online Comment Information On Consumer Innovation Resistance Based On Perceived Risk

With the popularity of the Internet,the commercial value of online shopping platforms is prominent,consumers gradually rely on the network to obtain information,and many online stores have realized the importance of online reviews,especially negative online evaluation.The active participation of consumers and the interactivity of online media make the spread and influence of Internet word-of-mouth more than traditional word of mouth.Consumers will release negative word-of-mouth for consumption dissatisfaction or deliberately low-level damage,which will have a significant impact on other consumers and businesses.Domestic and foreign scholars have conducted more research on negative online reviews,perceived risks,consumer innovation resistance,product types,etc.,and there are relatively few studies on the combination of negative online commentary information content and perceived risk and consumer innovation resistance.Some scholars'research shows that perceived risk and innovation resistance are not necessarily positively related.Such research is limited to free brands or retail products rather than new products.It is also worth discussing the issue of perceived risk as a mediator.It has certain theoretical and practical significance.This paper focuses on the relationship between negative online comment content and consumer innovation resistance,the content of negative online comment is divided into three dimensions:quantity,intensity and length.And the perceived risk is as the intermediary variable.This paper constructs a model of the relationship between perceived risk and sympathy,and proposes hypotheses.Through the comprehensive application of SPSS21.0 statistical analysis software,such as many analytical methods:reliability analysis,factor analysis,correlation analysis,regression analysis,etc.,the paper has verified for the model and hypothesis.The results show that:(1)negative online commentary the content of each dimension has a positive impact on perceived risk,and the degree of influence is quantity,length and intensity in turn;(2)perceived risk has a positive impact on the two dimensions of consumer innovation resistance,and the degree of influence in turn,delay purchase,refusal to buy,and objection to purchase;(3)negative online commentary information content has a positive impact on refusal to purchase,and the degree of influence is intensity,quantity,and length;(4)all dimensions of negative online comment information content have positive impacts on delayed purchase,and the degree of influence is quantity,length and intensity in turn;(5)all dimensions of negative online commentary information have positive influence on anti-purchase,and the degree of influence is length,quantity and intensity;perceived risk is in the nine mediating effect hypotheses between negative online commentary information content and consumer innovation resistance,some assumptions are established.According to the research results,this paper summarizes the research and puts forward specific suggestions for platforms,merchants and consumers on the basis ofdevelopment status of online platforms.