Research On The Effects Of The Sellers' Responses To Negative Reviews On Consumer First-time Purchase Intention

With the advent of the Internet era,online shopping has become an extremely important way.In the process of online shopping,consumers have no direct access to the goods they want to buy.Consequently,the harm crisis of products to consumers often occurs,which leads to negative online evaluation and affects consumers' first-time purchase intention.With the increasing awareness of online shopping,people pay more and more attention to information in the process of purchasing goods.Especially,online evaluation has become the focus of attention as an important reference for online shopping.Businessmen also pay more and more attention to negative evaluation,but lack of strategies and methods to deal with negative evaluation.Negative evaluation and response functions provided by websites are seldom used by enterprises.Therefore,based on the theory of service remedy,this study studies the influencing factors of consumers' first-time purchase intention,and puts forward strategies and suggestions for the negative evaluation of the retailers.On the basis of the above research background,this study chooses the Meituan Takeaway merchants who are more susceptible to the negative evaluation effect of consumers,and conducts this research on the relationship between retailer replay and consumers' first-time purchase intention.This paper applies SOR theory,service remedy and directional regulation theory based on a series of literature,such as consumer negative evaluation,consumer perception,consumer personality traits and willingness to buy first time.Furthermore,this paper constructs the research model,regarding retailer's response attitude to consumer negative evaluation,the length of retailer's response to negative evaluation and the content of retailer's response to negative evaluation as independent variables,regarding consumer perception as mediating variable,regarding consumer's first-time purchase intention as dependent variable,regarding consumer personality traits as moderating variable.This study adopts the method of questionnaire survey and carries out the prediction test.According to the sampling principle,the first-time purchase intention of 450 Meituan takeaway users in Wuhan is investigated.Questionnaires are designed and distributed and 369 valid questionnaires are collected.On this basis,the original data collected are analyzed and processed with the help of mathematical statistics software Spss22.0 and Amos23.0.Then some hypotheses of this study are made.After effective analysis of original data for the questionnaire,the main conclusions of this study are as follows:(1)Business response attitude,length of business response and content of business response are positively correlated with consumers' first-time purchase intention;(2)Customers' perception is positively correlated with degree of perceived popularity and perceived trust of consumers.Business negative evaluation response plays a part of intermediary role in the study of customer's first-time purchase intention;(3)Consumer personality traits play a moderating role in the relationship between business negative evaluation related response and consumer perception.On the basis of the research,this paper puts forward the ways and suggestions for the retailers to respond when they face the negative evaluation of consumers,and puts forward relevant countermeasures for how to communicate smoothly online between retailers and consumers.