负面在线评论对消费者购买决策的影响研究——商家回复的调节作用

A Study of the Impact of Negative Online Reviews on Consumer Purchase Decisions—The Moderating Role of Merchant Responses

为了深入了解商家回复对负面评论的影响机制,本文基于服务补救理论,从管理者回复视角出发,以京东商城上负面在线评论为研究样本,研究了商家回复对负面评论特征与消费者购买决策关系的调节效应。研究结果表明:负面评论长度、负面评论有无图片显著负向影响消费者的购买决策;商家回复速度对负面评论长度无显著调节作用;商家回复速度对负面评论有无图片具有显著的正向调节作用,商家回复速度更快,负面评论有无图片对购买决策的负向影响反而更加明显;商家回复质量对负面评论长度和负面评论有无图片有显著的正向调节作用。研究结果丰富了商家回复的相关理论,为电商平台更好开展服务补救策略提供实践指导。In order to gain a deeper understanding of the impact of merchant responses on negative reviews, this paper investigates the moderating effect of merchant responses on the relationship between negative review characteristics and consumers’ purchasing decisions based on the service remediation theory and from the perspective of managers’ responses, using negative online reviews on JD.COM as a research sample. The results of the study show that: the length of negative reviews and negative reviews with or without pictures significantly negatively affect consumers’ purchasing decisions;the speed of merchant replies has no significant moderating effect on the length of negative reviews;the speed of merchant replies has a significant positive moderating effect on the presence or absence of pictures of negative reviews, and the negative effect of the presence or absence of pictures of negative reviews on the purchasing decision becomes more pronounced with a faster merchant reply;and the quality of merchant replies has a significant moderating effect on the length and the presence or absence of pictures of negative reviews. The quality of the merchant’s response has a significant positive moderating effect on the length of negative reviews and the presence or absence of pictures of negative reviews. The results of this study enrich the theory of merchant response and provide practical guidance for e-commerce platforms to carry out better service remediation strategies.