Research On The Impact Of Negative Nnline Reviews And Merchant Response Remedies On Consumers' Willingness To Purchase

With the improvement of the quality of life,the marketing number is highly respected for the “walking away and walking”,people choose to travel more often than before,which brings about a significant increase in the hotel's scheduled sales.And because of the perfection of the network platform,it is much easier to book hotels online than before,but at the same time,due to the risk of online shopping environment,consumers will become more cautious when booking online.The role of online reviews at this time is particularly important.However,due to differences in the personality of consumers,hotel businesses will inevitably have dissatisfaction,so negative online comments are inevitable for every business.Studies have shown that negative online reviews have a higher impact than positive reviews,and are therefore highly regarded by academics.This influence will lead to consumer distrust of the merchant and reduce the occurrence of purchase behavior.Based on this,it is very important for merchants to remedy negative online comments and has good research value.The main research questions in this paper are: 1.Whether different types of negative online comments will affect the perceived trust and willingness of purchases of potential consumers;2.Whether different businesses can respond to remedies when faced with the same type of negative online comments.The perceived trust and willingness of the potential consumers;3.In the face of different types of negative online comments,whether the same merchants can remedy the same remedy effect;4.If the negative online comments will trust the consumers Play a role,when the perception of trust can mediate consumers' willingness to buy.This study studies the theory of service remediation,attribution theory and consumer-related theory.From the perspective of potential consumers,negative online comments will affect their willingness to purchase,and through consumer perception of trust,this mediator variable,in the impact mechanism.The way merchants respond to remedies can play a regulatory role.This study divides the negative online comment types into negative online negative comments and process errors negative online comments,combined with service recovery theory and attribution theory to divide the business recovery remedies into: no attribution apology remedy,no attribution apology compensation remedy,Attribution apology remedy,attribution apology compensation remedy,and using context simulation experiment method 2(negative online comment type)× 4(merchant reply remedy)a total of 8 groups of inter-group experiments for comparative analysis.This study mainly draws the following conclusions: First,for hotel-type products,negative online comments on process errors can lead to higher consumer perception trust than negative online comments on result errors.And the willingness to buy.Second,the impact of negative online reviews and merchant response remedies on potential consumers' purchase intentions is actually influenced by consumer perception trust mediator variables.Third,different types of merchants can remedy the remedy to adjust the consumer's perceived trust and willingness to purchase.The remedy of attribution compensation remedy is best without considering the negative online comment type.Fourth,the same type of remedy will have different effects on different types of negative online comments.For hotel-type products,in the face of negative online comments on result errors,the remedy for apology compensation remedies is best;For negative online comments on process errors,the remedy for apology compensation remedies is best.