英文摘要 |
With the rapid development of online shopping, online review, especially the negative online review, has become a key factor for product sales. As such, more and more online sellers choose to reply online, hoping for less effect of negative online reviews on potential consumers. Through variance analysis and multiple regression analysis based on 248 valid questionnaires which are distributed to 12 purchase scenarios, this study analyzes the effect model of negative online reviews and seller’s feedback on consumer purchase intention, and discusses the moderating role of consumer product involvement and trust propensity. The results indicate that the proportion and quality of negative online reviews influence consumer purchase intention negatively. Seller’s feedback has a positive impact on consumer purchase intention. Moreover, product involvement and trust propensity partially moderate the effect of seller’s feedback on consumer purchase intention. |