Impact Of Negative Online Reviews And Information Processing Paths With Different Emotional Strengths On Consumer Attitudes

Online reviews are increasingly becoming a key factor influencing consumers' purchasing decisions.Different from the existing research,it focuses more on the usefulness of online reviews.Based on the regulation orientation theory and the detailed as much as possible model(ELM model),consumers are divided into promotion and prevention individuals according to their personality traits.The impact of negative online reviews with different emotional strengths and consumer information processing paths on their attitudes.Study 1,explore the impact of negative online reviews of different emotional strengths(strong,medium,weak)on consumer attitudes,and the moderating effect of personality traits on the relationship between emotional strength and consumer attitudes.The results found that:(1)Negative reviews with moderate emotional intensity changed consumer attitudes more.(2)The adjustment effect of personality traits on the relationship between weak emotional strength and consumer attitudes is not significant;the adjustment effect of personality traits on the relationship between strong,moderate emotional strengths and consumer attitudes is significant;Attitude changes are more significant;negative reviews with strong emotional intensity are more significant in preventing attitude changes of targeted consumers.Study two explores the impact of consumer information paths on various components of attitudes under the stimulation of negative online reviews with different emotional strengths(strong,medium).Consumers perceive emotional awakening and cognitive efforts in online reviews through different information processing paths,thereby generating emotional and cognitive responses,and ultimately make behavioral decisions.The results found that:(1)Negative reviews with moderate emotional intensity have a greater impact on consumers' cognitive and emotional responses.(2)Emotional arousal positively affects consumers 'emotional responses;cognitive effort level positively affects consumers' cognitive responses.(3)Consumers' cognitive response and emotional response positively affect their purchase intention.(4)To prevent the directional traits from positively regulating the relationship between emotional response and purchase intention;to promote the directional traits to positively regulate the relationship between cognitive response and purchase intention.This study explores the relationship between the intensity of emotions,information processing paths,and consumers' attitudes(emotion,cognition,and intention)in online reviews to better explain consumers' behavior and target businesses at different targets.Personality traits consumers have personalized resource allocation and customer relationship management has important reference significance.