| When paying attention to the user interaction in Web 2.0 environment,online shopping has become a new form of shopping,and presents a rapid development trend.The online reviews derived from online shopping have been widely watched by researchers at home and abroad,more and more merchants are beginning to realize the important marketing significations of winning positive reviews,and gradually attach importance to and use the merchant replies to eliminate the negative impact of negative reviews.However,in the existing research the internal mechanism of merchant replies in the negative impact of consumers' purchasing decision has not been clarified yet.Based on this,this article integrates online negative reviews and merchant replies into online reviews research system,empirical test shows that both of them have effects on the internal mechanism of consumers' purchasing decision and put forward the corresponding marketing strategy,enrich the theory of IWOM,but also provide reference for the online merchants' marketing practice.Based on Prospect Theory and the theory of Service Recovery Expectations,building the theoretical framework of the negative reviews and merchant replies to consumers' purchasing decision,ten research hypotheses are presented,according to the research needs and integrating with the existing research results as the basis for the definition of the variables of the study indicators,this article captures the objective data from the network,collected 428 merchants as the research sample and tested above hypotheses by empirical method.Focusing on the analysis of the merchant replies to the sub-variables,which have differentiation moderating effects on negative reviews affect consumers' purchasing decision,and make a secondary comparison of the sub-variables' moderating effects of the moderator.On this basis,clarifying the internal mechanism of merchant replies in the negative reviews impact consumers' purchasing decision.The research shows that:(1)Online negative reviews have a significant impact on consumers' purchasing decision.Among them,negative star ratings and negative ratings are negatively correlated with consumers' purchasing decision;negative content ratings and negative reviewers' professionalism are positively correlated with negative consumers' purchasing decision,and star reviewers have greater influence than the average ones.(2)Merchant replies play a significant moderating role in the relationship between online negative reviews and consumers' purchasing decisions.Among them,the existence ofmerchant reply plays a positive moderating role in the relationship between negative content rating and consumers' purchasing decision,and the impact of having reply has a more significant impact than non-reply;reply attitude,reply time,reply strategy and reply quality all have negative moderating effect on the relationship between negative content and consumers' purchasing decision,while perfunctory reply,immediate reply,psychotic reply and long reply have a greater moderating effects on the relationship between negative content rating and consumers' purchasing decision than respectively reply,delayed reply,material reply and short reply do.Based on this,in the online marketing activities that merchants should pay attention to spreading,especially negative reviews' negative influence.By strengthening the negative reviews' online information management and service recovery,encourage consumers and merchants to interact with additional comments and rely on government regulation to enhance merchants' reputation in order to promote the negative impression of consumers to the positive online word of mouth. |
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