| At present,shopping online has become the normal life of most people.Now,people's attitude towards shopping has also changed from the original curiosity to habituation.In the process of online shopping,consumers always pay attention to the feedback from customers,that is,online comments,which link potential consumers and actual consumers,as well as virtual world and real world.Relevant research have developed from "the influence of word of mouth on shopping willingness" at the commercial level to "the influence of online comment on shopping willingness" at the online shopping level.Theoretical research and practical development are always closely related.Based on consumer behavior theory,perceived risk theory and service recovery theory,this study studies the impact of negative online reviews on the purchase intention of search products.Firstly,on the basis of sorting out relevant literature,the response of merchants is introduced as a predictive variable,the product knowledge of consumers is introduced as a moderating variable,and the perceived risk is introduced as a mediating variable.At the same time,the dimensions of negative online comments were determined,namely,the number of comments,the form of comments and the quality of comments.The dimensions of perceived risk,namely quality risk,service risk and economic risk,are determined by combining the characteristics of search products and the actual experience of current network shopping.On this basis,the theoretical model of this study is constructed and research hypotheses are proposed.Secondly,software SPSS 21.0 was used to analyze the sample data of this study.The analysis results are as follows: There is a significant positive correlation between quality,form and quantity of negative online comments and perceived risk,among which the quality of negative online comments has the highest impact on perceived quality risk.The quality and form of negative online comments have significant influence on perceived service risk.The quality and quantity of negative online comments have significant influence on perceived economic risks.Perceived quality risk,perceived economic risk and merchant reply have significant influence on shopping intention,while perceived service risk has no significant influence on shopping intention.Product knowledge moderates significantly between the number of negative online reviews and perceived risk.Product knowledge moderates significantly between the form of negative online reviews and perceived risk.Finally,according to the analysis results of this paper,three reference opinions are proposed for B2 C and C2 C website merchants,pointing out the limitations of this study and the direction of future research.The innovation of this research lies in: first,the selection of research objects.In this paper,the research object is set as search products to study the impact of negative online reviews on consumers' purchase intention in the process of purchasing search products.Secondly,a theoretical model of the impact of negative online reviews on consumers' purchase intention of search products was constructed,and the impact of the richness of review forms on consumers' purchase intention was explored,and a measurement scale was developed. |
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