The Study Of Cross-Border E-commerce Fake EWOM Impact On Consumer Purchase Intention

In recent years,the rapid development of information technology and logistics technology,the continuous improvement of people's living standards,item have led cross-border e-commerce market in our country increase sharply.Although the rapid development of cross-border e-commerce has brought great convenience to people's lives,it still has many imperfections.Most of e-commerce platforms report that the problem of selling fake goods on cross-border e-commerce is serious and there are many negative eWOM(electronic Word-of-Mouth)suspecting fake goods,which makes a great negative impact on consumer purchasing decisions and hurry burden of business word-of-mouth management on cross-border e-commerce business,thereby damages the development of cross-border e-commerce.Therefore,how to effectively manage the negative eWOM that is suspected of selling fake products has become an urgent problem to be solved.In the negative context of cross-border e-commerce,this study Redefines the concept of eWOM,that Contains the information posted by publishers,reviewers and merchants.From the perspective of variables,this paper regards eWOM as a whole of multi-party interaction,and explores the type of negative eWOM,consumer response,business response and business model how to impact consumers' feeling of eWOM reliability and purchase intention.This study will construct 16 different scenarios to simulate cross-border e-commerce online shopping situation by dividing the type of negative eWOM,consumer response,business response and business model into two scenes.Then it will explore the difference of eWOM reliability credibility and purchase intention in 16 different scenarios.Through the method of situational experiment,this study draws the following main conclusions:(1)Compared with emotional eWOM,objective eWOM enables consumers to have higher eWOM reliability and lower cross-border e-commerce purchase intention.The effect of negative eWOM type on consumers' purchase intention was totally mediated by eWOM reliability.(2)Compared with inconsistent consumer responses,consistent consumer responses enables consumers to have higher eWOM reliability and lower cross-border e-commerce purchase intention.The effect of consumer responses on consumers' purchase intention was partially mediated by eWOM reliability.(3)The business response does not affect eWOM reliability,but it will affect the consumer's purchase intention.Merchants reply and explain to negative eWOM,which can improve consumers' purchase intention.(4)Compared with official operation,third-party operation enables consumers to have higher eWOM reliability and lower cross-border e-commerce purchase intention.The effect of business model on consumers' purchase intention was partially mediated by eWOM reliability.(5)Cross-border e-commerce business model does not moderate the impact of eWOM reliability on purchase intention.Under different business models,there is no difference in the impact of eWOM reliability on purchase intention.(6)In the process of affecting eWOM reliability,negative eWOM type,consumer response,and business response have interactions effect.Finally,the paper discusses the experimental data results,and based on the existing conclusions,puts forward corresponding suggestions for the management of negative eWOM,and forecasts the future research direction.