The Impact Of Time Interval Bewteen Positive Initial Reviews And Negative Additional Reviews On Consumers' Purchase Intention

With the improvement and development of the online reviews system and the deepening of related research,additional reviews as a new type of online reviews have gradually attracted the attention of scholars,but the current research mainly focuses on the usefulness of additional reviews.Few scholars have conducted research when the initial reviews and the additional reviews published by the same commenter contradict,especially the positive initial reviews and negative additional reviews,which will affect the consumer's purchase decision.This study will focus on the positive initial reviews and negative additional reviews,and exploring the impact of the converting negative additional reviews' time interval on consumers' purchase intention,carrying out research around the regulatory role of the product type,consumer ambivalent attitudes and merchant reply.Experiment 1 measures the negative effect of the time interval between negative additional reviews and positive initial reviews on consumers' purchase intention;On the basis of Experiment 1,Experiment 2 further explores the negative impact from the perspective of product types(the search product vs.the experience product).Experiment 3 starts from the influence of consumers' ambivalent attitudes,and studies the negative impact when consumers' ambivalent attitudes(high ambivalent attitudes vs low ambivalent attitudes)exist.Experiment 4 explores how merchant reply can weaken the impact of the converting negative additional reviews,and discusses the negative impact when the converting negative additional reviews(the mental merchant reply vs.the material merchant reply)exists.Research indicates,the long(vs.short)time interval between negative additional reviews and positive initial reviews has a greater negative impact on consumers' purchase intention;The product type has a regulating effect on the relationship between time interval and consumers' purchase intention,for the search product,the difference bewteen the long and short time interval is not significant;for the experience product,the long(vs.short)time interval has a greater negative impact on consumers' purchase intention.Ambivalent attitudes has a regulating effect on the relationship between time interval and consumers' purchase intention,for consumers with high ambivalence,the difference bewteen the long and short time interval is not significant;for consumers with low ambivalence,the long(vs.short)time interval has a greater negative impact on consumers' purchase intention.When the merchant reply exists,for the mental merchant reply,the difference bewteen the long and short time interval is not significant;for the material merchant reply,the short(vs.long)time interval has a greater negative impact on consumers' purchase intention.The conclusion of the experiment provides a reference and practical application value for how the merchant and online shopping websites to manage the converting negative additional reviews and reverse the negative impact.The last part of the article points out the inadequacies of this paper and the future direction of additional reviews research.