在线负面评论对网络消费者购买意愿的影响

Impact of Purchase Intention of Online Negative Review on Network Consumer

用在线负面评论的内容相关性和专业性衡量在线评论质量,采用实验研究的方法,从在线负面评论的负面程度、数量、内容相关性和专业性4个维度,研究了在线负面评论对网络消费者购买意愿的影响,建立了在线负面评论与网络消费者购买意愿的关系模型,检验了网站类型在该模型中的调节效应。结果表明:在线负面评论的负面程度、数量、内容相关性和专业性正向影响网络消费者浏览网站时的感知风险,进而影响其购买意愿;网站类型在此过程中起调节作用;相比在团购网站上购物,消费者在非团购网站上购物时受在线负面评论影响产生的感知风险更大。

This paper uses the correlation and professional of content of online negative review to measure the quality of online review,and studies the impact of online negative review on the purchase intention of consumer online from four dimensions of online negative review by using the method of experimental study, and builds the model of relationship between online negative review and the purchase intention of consumer online to test the moderating effect of website type in this model. The results show as follows., the four dimensions of online negative review impact positively the perceived risk of consumer online, and then affect the purchase intention of consumer online;website type plays the moderating role in this process; consumers perceived risks are greater when shopping on non-group-buylng website than group-buying website.