| Online product review, as one of the most important forms of electrical word-of-mouth communication, has an increasing influence on the purchase decision and also becomes a hot topic in the research of electrical word-of-mouth marketing. Although Chinese netizens take delight in sharing negative reviews, the researchers didn’t draw a wide range of attention of how negative information’s structure feature affect customers’ purchase intention. Based on these, the researcher mainly adopts the following methods such as content analysis and scenario simulation experiment, supplemented by interview and questionnaire to reveal the mechanism that negative online review has effects on customers’purchase intention, and also to reveal the different influences on purchase intention with various recovery type of negative online review.The research includes the following two parts:(1) Deeply content analysis of5,697,077reviews from747C2C shops and452,158reviews of755products from three B2C websites Analyzing the distribution and presentation characteristics of online review of domestic E-commerce sites. Summarizing the recovery types of negative review on C2C websites.(2) In view of S-O-R researching model and on the basis of the content analysis, the research constructing a theoretical model involving the quality of negative online reviews and influences from recovery measures to purchase intention, and carrying out three conceiving and interlocking studies to verify it. The first empiric study mainly discusses the influence from quality of negative review to purchase intention and the regulation of psychological factor (involvement degree of customers) and demographic factor (gender) in the process of effects from quality of negative review to purchase intention. The second empiric study discussed whether customers’product knowledge and types of products have function of regulation in the process of influence from quality of negative review to purchase intention? Whether product attitude is a valid moderator variable in the process of influence from quality of negative review to purchase probability? The third empiric study investigate that whether different recovery type have different effects on product attitude and in such process whether product type is a valid moderator variable?Here comes the major conclusion:(1) According to the content analysis of online review of domestic E-commerce websites, it manifests the following four points. First, it revealed that the rate of positive review of C2C websites can go up to98.05%on average, much higher than that of B2C websites. The rate of positive review of the three B2C websites can only get84.46%. Secondly, the rate of negative review is very low either B2C or C2C websites. The rate of B2C websites is2.4%and that of C2C websites is9.7‰. Meanwhile, for the C2C websites, the rate of reply to negative reviews can only be24.76%. Thirdly, in terms of the present format of online review, here is a big difference between B2C and C2C websites. At last, there had six recovery types of negative review.(2) The result of statistical analysis of empiric study shows that:(a) Quality of negative online reviews has a significant impact on consumers purchasing intention;(b) Degree of involvement is a valid moderating variable which has a significant impact from quality of negative online review to consumer product satisfaction and purchase choices.(C) Negative online reviews does not show up significant gender difference in product attitude, but brings about marked gender difference in consumer purchase probability.(d) Type of product is a valid moderator in the process of impact from quality of negative online review to purchase intention.(e) Purchase probability of customers with plenty of product knowledge is much easier to be affected by online reviews than that of customers who have little knowledge of products, but product knowledge is not a valid moderator in the process of impact from quality of negative online review to purchase intention.(f) Comparing with non-recovery in face of negative review, recovery measures can make a significant change on product attitude and purchase probability.In terms of the influence on consumer product attitude, among the three recovery types confronting negative reviews, active influence of apology&attribute can be much larger than that of simple apology. Besides, such two influences are hugely different.(g) Type of product has some certain influence in terms of the interrelationship between recovery&non-recovery and product purchase intention (including product attitude and purchase probability), while it has no influence in terms of the interrelationship between three recovery types and purchase intention.The innovation of the research present as the follwing three aspect. Firstly, based on the results of content analysis, the researcher find the quantity, distribution and present formation of online review of domestic E-commerce websites. These data are useful and objective for e-business company to manage the online reviews. Secondly, by three conceiving and interlocking scenario simulation experiment, the researcher discussed the mechanism of how negative online reviews influence customers’purchase intention. The conclusion provided new evidence for word-of-mouth research. Thirdly, discussed the difference that different recovery types influence online customers purchase intention. The results provided scientific base for E-commerce enterprise to take useful recovery types different from traditional marketing situation.Since the researching result brings out some strategies and suggestions of publishing, presenting and managing negative online reviews for online retailers, it has learning significance to help retailers appeal and retain online clients, and improve business performance. |
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