Research On The Relationship Among Merchant Feedback Of Online Negative Comments,Perceived Fairness And Consumer Trust

In the Internet age,shopping methods have undergone tremendous changes.Because of the convenience and rapidity of the network,more and more people choose to buy goods on the Internet.On the other hand,because of the virtual nature of the network and information asymmetry and other problems,People will feel greater risk when shopping.So people often use some other information to reduce the perceived risk,and then online reviews become an important reference information in online shopping.Some studies have shown that people's perceived usefulness for positive and negative online reviews is different,and people tend to pay more attention to and be influenced by negative comments.And then people will have bad impression on the merchants and that will has negative effect on the purchase decision.Therefore,how to minimize the negative impact on other potential consumers in the presence of negative comments has become an important topic from the perspective of merchants.Therefore,the merchant feedback to negative comments has attracted more and more attention.This paper regards it as an independent variable to explore its impact on potential consumer trust,while based on social exchange theory,empathy theory and service recovery theory.In this paper,perceived fairness is regarded as the intermediary variable between merchant reply and consumer trust,and the theoretical model is constructed to explore the relationship and mechanism among them.This paper uses the situational experiment method and the questionnaire method to measure the three variables of merchant feedback,perceived fairness and consumer trust.And then uses SPSS22.0 and AMOS24.0 to test the reliability and validity of the sample data,and the structural equation test.Finally,the following conclusions are drawn:(1)For potential consumers,there is a significant positive correlation between the merchant feedback to negative comments including its three dimensions: apology,explanation,compensation and consumer trust.(2)Apology has a significant positive impact on interactive fairness,interpretation has a significant positive impact on information fairness;compensation will have a significant positive impact on distributive fairness.(3)Perceived fairness and its three dimensions: interactive fairness,information fairness and distributive fairness will significantly positively affect consumer trust.(4)Interactive fairness,information fairness and distributive fairness will act as mediators in the relationship between apology,explanation,compensation and consumer trust.