The Research On The Influence Of Sellers' Response Strategic On Consumer Purchase Intention In Negative Online Reviews

With the prosperity and development of online shopping,negative online review blowout outbreak.How to reduce the negative impact of online reviews and remodel consumer trust has become particularly important for enterprises.At present,some scholars have paid close attention to the field of online service recovery,and most of their research objects are the customers whose rights and interests have been damaged by online service failure.However,few scholars have studied sellers' responses as a service recovery strategy and paid attention to the impact of negative reviews on potential consumers.Based on the S-O-R model,attribution theory,perceived risk theory and other related literature research,this study considered three strategies(the positive response,the defense response and no response)as the antecedent variable,the consumer trust and purchase intention as intermediary variable and outcome variable,to explore the repair effect of responses' strategies on trust and purchase intention in the situation of different service failure severity and for consumers with different uncertainty avoidance traits.Through the experimentation,the study obtained 360 valid questionnaires,and the study mainly uses SPSS.19 software to analyze the data.The results are as follows:First,compared to no response strategy,the positive response strategy and the defense response strategy can significantly repair consumer trust and purchase intention,and the positive response strategy is superior to the defensive response strategy.Next,consumer trust plays a mediating role in sellers' response strategies and purchase intention.Then,compared with the defensive response strategy,the positive response strategy is more significant in the negative reviews of serious service failure,but there was no significant difference between the two in the negative reviews of minor service failures.Besides,compared with the defensive response strategy,the positive response strategy is more significant for the consumers with high uncertainty avoidance,but there was no significant difference between the two for the consumers with low uncertainty avoidance.Finally,based on the results of this study,this study proposes suggestions for online sellers and online websites to effectively respond to negative online reviews.