| Fresh e-commerce as the last piece of blue ocean in the field of e-commerce,its development momentum can not be underestimated.But compared with other types of products,the market penetration rate of fresh electricity business industry is not high.The reason is that people pay more attention to food safety and health issues and information asymmetry,consumers buy fresh aquatic products online have higher perceived risks.Compared with positive online reviews,negative online reviews are more diagnosable and have more reference value for consumers.Therefore,it is necessary to explore the influence factors of negative online reviews of fresh aquatic products on consumers’ purchasing behavior.In addition,merchants’ responses to negative online reviews are also important reference information that consumers can obtain when browsing negative reviews,and can even become the dominant information to influence consumer behavior.Therefore,how merchants’ replies to negative online reviews can benefit consumers’ behaviors is also a question to be explored.In this paper,the negative online reviews of fresh aquatic products on the fresh aquatic platform were divided into objective attribute type negative online reviews and subjective emotion type negative online reviews according to the analysis results obtained after data cleaning and word segmentation,combined with relevant literature.Based on the theory of perceived risk and attribution,and relying on the stimulus-organic-response model,this paper established a model of the impact of negative online reviews of fresh aquatic products on consumer purchasing behavior.Among them,perceived risk is the mediating variable,dependent variable is consumer purchasing behavior,and merchant response type is the moderating variable.Using the scenario experiment method,taking consumers’ online purchase of fresh aquatic products as the experimental scene,a 2×3group experiment was designed,that is,two types of negative online reviews of fresh aquatic products × three types of merchant response,and a total of 6 sets of experimental questionnaires were formed.The collected results were analyzed using SPSS26.0.The research shows that,compared with the subjective emotional negative online comments,consumers have greater perceived risk when they browse negative online comments with objective attributes.Consumer perceived risk plays a mediating role between the types of negative online reviews and consumer purchasing behavior,and negatively affects consumer purchasing behavior.Merchant response types may play a moderating role in negative online reviews and consumer perceived risk.In view of negative online comments with objective attributes,merchants can better reduce consumers’ perceived risks by adopting conciliatory responses.For subjective and emotional negative online comments,businesses adopt a defensive response to reduce consumers’ perceived risk.Finally,based on the conclusions of this paper and the actual situation,some suggestions for the management of negative online comments are put forward to improve the profits of merchants. |
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