Research On The Influence Of Reversal Additional Reviews On Consumers' Willingness To Adopt Information In The Context Of Online Shopping

With the rapid development of e-commerce and changes in consumer behavior,consumers usually search online for product-related information before making a purchasing decision.In order to meet this demand of consumers and enhance their confidence in online shopping,many online platforms have added online review and additional review functions,so that consumers can express themselves in the form of text,pictures or other content on major platforms.View.At the same time,consumers will usually have different feelings and experiences after continuous use of the product for a period of time,and produce different psychology and emotions,which will induce them to post online additional comments that have the opposite polarity to the original point of view.When viewing inconsistent additional reviews,how will other consumers analyze the review information and make adoption decisions about it.This article uses this as an entry point to explore the impact of reversal review on consumers' willingness to adopt information,and the mediating effect of perception of the goodwill of reviewers and the moderating effect of online shopping experience,providing a theoretical basis for effective management of online reviews.Firstly,this article reviews and sorts out relevant literature at home and abroad,and builds a relationship model based on word-of-mouth communication motivation,SOR theory,and schema theory.Secondly,this article refers to the previous maturity scale and combines the actual research background to form a questionnaire.Through offline channels and questionnaire star websites to distribute links,a total of 314 valid questionnaires were obtained.SPSS 22.0 and AMOS 21.0 software were used to perform descriptive statistical analysis,reliability and validity tests,confirmatory factor analysis and correlation analysis on the data.Finally,the relationship between the variables in the article is analyzed and verified using methods such as hierarchical regression.According to empirical research conclusions: Reverse negative supplementary reviews positively affect perceived reviewers' goodwill,and reverse positive supplementary reviews negatively affect perceived reviewers' goodwill;both are based on the impact of perceived reviewers' goodwill,and then act on consumer information Willingness to adopt;the online shopping experience has a moderating effect,which will enhance the effect of reversing additional reviews on the perception of the goodwill of reviewers.At the end of the article,based on the research conclusions,I put forward targeted management suggestions from three perspectives of e-commerce platform,merchants and consumers.