Research Of The Violations Caused By Negative Online Reviews And The Repair Strategies For The Violations

In the online market, due to the virtuality of the Internet, consumers are hard to know the real condition of the product before the transaction.The only way that can help them to find out whether this online retailer is trustworthy or not, is to consider the product information provided by the retailer and product reviews from others. Compared to the information came from the retailer, consumer reviews with objectivity have higher reference value.This research had divided the content of negative online reviews to problem of product quality, problem of service attitude and problem of retailer promise. Consumers' cognition of these problems would be represented as their cognition of the impression toward the retailer. Study one studied the influence of the content of negative online reviews on consumer trust from the trust violation perspective. And study two researched on the repair effect of different kinds of retailer feedbacks toward the violations of retailer impression and consumer trust. Above studies were conducted by designing the experiment of online market scene and building structural equation models. The main conclusions of these two studies are:1)The cognition of retailer's benevolence is mainly influenced by the cognition of retailer's service attitude.2)The cognition of retailer's integrity and competence is mainly influenced by the cognition of retailer's product quality.3)From the angle of reparation, both apology and explanation have significant repair effect on product quality problem.4)When the retailer received negative reviews of service attitude problem, the feedback combination of apology, explanation and compensation is needed.5)Explanation is the most efficient recover strategy for the retailer promise violation. Different kinds of retailer feedback should be chosen to repair different violations.Study three innovatively took fMRI method, a kind of cognitive neuroscientific research method, to research on the difference of influencing mechanisms of retailer feedbacks toward consumer trust.Designed as the retailer had appeared product quality problem, with the comparation of the activities of the brain when consumer was exposed to three kinds of retailer feedback, we found out that the influencing mechanisms of apology and explanation toward trust were not the same.Apology tends to influence trust mainly through influencing the emotions of consumer, while explanation mainly through influencing the processing information process of consumer.