A Study On The Influence Of Negative Online Reviews On The Sales Of Shops

As the wireless network age comes,the ways how people buy commodities have become more diversified.Every people who want to buy these products can get the opinions of the purchasers on the online platform.Customer reviews can be divided into positive evaluation and negative evaluation,both of which will have an important impact on consumers' purchasing behavior.Online platforms today start to support the responses of merchants.The responses of merchants are called marketer-generated content.When a user writes down a comment,the merchant responds it.When prospective buyers see this interaction,their buying decisions are affected.In this paper,we take the "ele.me" ordering platform as an example and collect the comments and store sales data of 500 catering enterprises.It is believed that the negative evaluation of products will have a negative impact on the purchase decisions of the prospective buyers and then it will affect the sales of shops.In addition,the interactive communication between buyers and sellers on online platforms can have a moderating effect on the negative purchase decisions of potential customers,and different remedial measures of different types of negative online reviews have a significant difference on the sales.Through content analysis,this paper divides negative reviews into three aspects:product,service and distribution.The remedial measures taken by merchants for negative reviews are divided into apology,attribution and compensation,and we will study the countermeasures for different negative reviews.Through the research,th is paper wants to tell us the following conclusions:negative online reviews will have a negative impact on sales;in the review system,the service remedy in the form of merchant reply will have a positive regulating effect on the negative review's influence on sales.Different types of negative comments will have a negative impact on sales,among which negative comments on services have the largest impact on sales;In the face of product-related negative reviews,the responses on apology has the best effect;in the face of service-related negative reviews,the responses on compensation has the best effect;In the face of delivery-related negative reviews,each type of service remediation has little effect.Based on the research conclusion above,this article provides advices on how to effectively use reply function from the online review system for online businesses,online businesses should deal with the negative online consumer reviews actively and respond to online negative reviews in the evaluation system selectively.Online businesses can also take some remedial measures,such as apology,compensation and other efforts to reduce its negative effects on the potential buyers.In particular,in view of the negative reviews products,merchants can apologize for service recovery,in view of the negative reviews online services,businesses can compensate for it.