Research On The Impact Of Online Negative Comment Reply Strategy On The Purchasing Intention Of Potential Consumers

With the development of tourism e-commerce,the phenomenon that consumers depend on online reviews to decide their own purchase intention is highlighted.Among them,the business response to negative comments is more critical and important.Currently,the discussion of online reviews and business responses is mainly one-way research,focusing on consumer involvement,length,quantity,validity,usefulness,category,length of replies and content characteristics of the reviews.However,there are no two-way studies that online reviews and business responses to explore.Therefore,this paper explores their impact on consumers' perceived trust and purchase intention.Through the two types of online negative reviews(perceptual negative reviews,attribute negative reviews)and two strategies of retailer response(refutation persuasion strategy,functional remedy strategy).Using scenario simulation method,215 college students were divided into A1 group(attribute negative comment,refutation persuasion response),A2 group(attribute negative comment,functional remedy response),B1 group(perceptual negative comment,refutation persuasion response),B2 group(perceptualnegative comment,functional remedy response).The results of the study show that:1.Businessman's response to negative comments influences their purchase intention through consumers' perceived trust.2.When potential consumers are faced with emotional negative comments,in order to better promote consumers' perceived trust,they should adopt refutation and persuasion strategies,so as to promote consumers' purchase intention.3.Businessmen who want to better promote consumers' purchase intention should adopt service remedy strategies for attributed negative comments,which is more conducive to promoting consumers' perceived trust.Finally,the conclusion will provide effective strategies for e-commerce platform to respond to online negative comments,which will help e-commerce enterprises improve the management mechanism of negative online comments,and ultimately achieve the purpose of promoting consumers' purchase intention.