The Research Of Negative Online Reviews And Merchant Feedback On Consumer Confidence And Attitude To Merchant

With the development of information technology and the popularity of the Internet, online shopping has become shopping habits and lifestyle of customers. While online reviews is the most important information factor affecting consumer online shopping. Numerous studies and empirical surveys show consumers will refer to the product online reviews when making online shopping. More and more businesses realize that its turnover will be significantly affected by online reviews, especially the negative effect of negative online reviews on product sales. In the situation negative online reviews cannot be deleted or modified, more and more businesses adopt a form of response attempts to reduce the negative impact of negative online reviews. However the mechanism of how negative online reviews and feedback of businesses affect sales, and how can efficiently manage negative online reviews and feedback is an issue online merchants currently concerns.This study adopted quantitative research experiments and simulation scenarios combining method, the impact of negative online reviews and merchant feedback on consumer trust and business attitudes were system studied. Through literature review and theoretical interpretation, this study builds models of how negative online reviews and merchant feedback impact on customers’ trust. While it forms an important independent variable of product quality, merchants’ attitude and feedback (apologies, explanations and compensation), investigating the effect of independent variables on trust, doubt and its sub-dimensions, more over ultimately affect the consumer-to-business attitude mechanism. Through data analysis and model testing, this study examines the theoretical models and empirical studies related assumptions. Finally, it was concluded based on the research results that the best feedback can take measures according to trust reduce of different extent.The main findings of this study were as follows:First of all, product quality, merchants’ attitude and integrity reflected through online reviews have a significant positive impact on the trust of potential consumers and their attitudes towards merchants, and have a negative impact on consumer skepticism.Moreover, merchants’ feedback can significantly improve consumer confidence and their attitudes towards merchants.At last, there are significant differences between effects caused by negative online reviews and different aspects of content reflected through merchants’ feedback on sub-dimensions of potential consumers’ trust (capacity, goodwill and integrity) and sub-dimensions of suspicion (incapacity, selfish and dishonest).