生鲜水产品负面在线评论对消费者购买意愿的影响——以京东生鲜为例

The impact of negative online reviews of fresh aquatic products on consumers’purchase intentions:take Jingdong Fresh as an example

针对生鲜水产品负面在线评论对消费者购买意愿的影响因素,文章通过ROST分析法进行关键词抓取分析后,结合相关文献将生鲜水产品负面在线评论分为产品属性型和服务情感型两种类型,引入商家回复作为调节变量,探究产品属性型和服务情感型负面在线评论对消费者感知风险及购买意愿的影响。实证分析表明,与服务情感型负面在线评论相比,消费者在阅读产品属性型负面评论时感知风险更高,购买意愿更低。商家回复具有调节作用,对于产品属性型负面在线评论,商家采取安抚型回复可减少感知风险,增加购买意愿;对于服务情感型负面在线评论,商家采取防御型回复可减少感知风险,增加购买意愿。因此,建议商家应及时对负面在线评论做出回应,道歉或补偿的安抚型回复更适用于产品属性型负面在线评论;对于服务情感型负面在线评论,应给出充分的证据说明问题不在自身,做好“防御”工作,有助于降低消费者的风险感知。

This paper focuses on the influencing factors of negative online reviews of fresh aquatic products on consumers'purchase intentions.After keyword scraping analysis by ROST analysis method,combined with relevant literature,negative online reviews of fresh aquatic products are divided into two types:product attribute type and service emotion type.The merchant's response is introduced as a moderating variable,to explore the difference between product attribute negative evaluation and service emotion negative evaluation on consumers'perceived risk and purchase intention.The empirical analysis found that,compared with the service emotion negative rating,consumers have higher perceived risk and lower purchase intention when reading the product attribute negative rating.Merchant response has a moderating effect.For negative online comments of product attributes,merchants adopt conciliatory response to reduce perceived risk and increase purchase intention.For negative online comments of service emotion,merchants adopt defensive response to reduce perceived risk and increase purchase intention.It is suggested that businesses should respond promptly to negative online reviews.Conciliatory responses of apology or compensation are more applicable to product-specific negative online comments.For negative online comments of service emotion,sufficient evidence should be given to show that the problem is not within itself,and a good"defense"will help reduce consumers'perception of risk.