Empirical Study Of The Online Review Intention Based On The Intermediary Role Of Psychological Reactance

With the rapid development of online shopping,an increasing number of network marketing and E-WOM technology has become more and more popular.On the shopping network platform,high praise cashback used as a new marketing form by major sellers to attract positive online reviews has impact the consumer behaviors.Though online response system act as a significant communication platform both between enterprises to customers and customers to customers,it has received less attention.What is more,there is limited theoretical and empirical researches study about online reviews starting from the consuming psychology.Firstly,this article starting from relevant practical background of High Praise cashback,conduct a study centered on consumers intention of making positive comments on the goods and service under the E-commerce environment.Secondly,based on the research of modern consumers' participating in referral reward programs and the relationship between online shopping and post-purchase behavior,we take Regulatory Focus and Psychological Reactance theory into account.Then,this paper made a qualitative investigation and quantitative research on the relationship between product experience,cashback amounts and the intention of online comments as well as how Psychological Reactance effect in it.What's more,to clarify the nature of the relation,we had taken different type of consumer Regulatory Focus into consideration.Through a 2(cashback amount\:high\low)2(product experience: positive egative)2(Regulatory Focus:promotion focus\prevention focus)scene simulation,the result showed that,Firstly,as to both types focus consumers,Production Experience and Cashback amounts have an interaction effection on online review intention.Secondly,given the same value of cashback after a negative product experience,the promotion focus consumers have a stronger sense of the lose feeling,if the cashback amount is high,deeper psychological reactance appear,which in return reduce the intention.Last but not least,when the promotion focus consumers experienced negative product shopping experience given high level cashback amount,××psychological reactance act as an intermediary role between the promotion focus consumers' intention and it,but given another level amount cashback the intermediary role of psychological reactance is non-significant.