The Study On Online Reviews And Feedback On Consumer Purchase Intention Based On Dual Attitude Model

Mobile Internet era is coming,coupled with active online shopping business,which makes the online shopping becoming part of people's daily lives,changing the way people live.Compared to traditional shopping,through online shopping people can get more information,such as the comments left by existing consumers.Because of its characteristics,the negative online reviews have become one of the most important factors that influence consumer's trust and the purchase decision,and therefore has been widespread concern by academia.Psychology Studies suggest that attitudes which influence individual behavior are not a single,but was attitude from a combination of explicit and implicit attitude,which means one person exist a dual attitude.Explicit attitude can be detectable by self-report method,and people can notice the attitude,but implicit attitude is that people are not aware and the attitude is automatically activated.Explicit and Implicit attitude will affect the individual's behavior.But now,the negative online reviews of research only detected attitude explicit attitude,and there has a consistent problem that between individual behavior and measurement results.Based on this,this study will combine the present study psychology research tools with traditional means of management research,trying to find the reasons for this low-consistency problems.This study uses a theoretical model of rational behavior model(TRA)and dual attitude model(DAM)as the theoretical basis.Through analysing and summarizing existing research literature,we build a theoretical model under study consumer attitudes online shopping environment.The model is that negative online reviews and feedback as businesses factors will directly affect the level of consumer's trust and purchase intention.In research methods,this paper combines innovative research methods in psychology Attitude-Implicit Association Test methods with traditional research methods-questionnaire to probe consumers real attitude,and to propose guiding online shopping merchants.The main results obtained in this study are as follows:1.in the study of consumer attitudes,the attitude should be divided into explicit attitude and implicit attitude,the attitude of both will impact on consumer behavior;2.the presence of negative online reviews will not only significantly affect explicit consumer attitudes toward trust and purchase intention,but also will affect the implicit trust and consumers purchase intention attitude.Implicit attitude and explicit attitude Relations were consistent trend;3.merchant feedback is not a panacea,it can effectively restore consumer explicit attitude to business confidence and willingness to buy,but does not save the implicit attitudes of consumers,perhaps the ultimate consumer behavior will be affected.Implicit attitude and explicit attitude render isolated trend.Conclusions of this study will open the theory to the existing negative online reviews study,give a new horizon to this area,and can alert in e-commerce business,let it pay attention to the negative impact of online reviews for consumers.