Research On The Effect Of Service Recovery Based On Negative Online Reviews On Consumers’ Repurchase Intention

Under the rapid development environment of e-commerce,the competition among merchants is fierce.Online reviews are an important factor affecting the competitiveness of merchants as the main form of online word of mouth.Due to the prevalence of fake and fraudulent reviews,the accuracy,reliability and authenticity of negative online reviews are stronger than positive online reviews,but the negative emotions of negative online reviews also restrict the further development of retailers.The existing theories tell us that retails can reduce the negative impact of negative online reviews by taking service recovery,but the existing research has not paid attention to which service recovery measures to take to improve consumers’ repurchase intention under different negative emotional intensities.Therefore,what "consumer appeal for" under different negative emotional intensities and how different remedies can improve consumers’ repurchase intention have important theoretical and practical significance.In order to understand the subject differences of negative online reviews with different emotional intensities,this research grabbed 3101 negative online reviews on Jing Dong platform,used text mining technology to calculating the emotional value of negative online reviews and studied the subject differences of negative online reviews with different emotional intensities and businesses reply method.This research divided negative online reviews into strong emotional intensity and emotional intensity based on the emotional analysis.The results show that there are differences in consumers’ theme appeals in different negative emotional intensities.Merchant responses are mainly divided into three ways of "apology without other methods","apology + compensation" and "apology + explanation".Based on the S-O-R model and attribution theory,this research analyzes the impact of service recovery on repurchase intention by empirical analysis.Considering the combination of the emotional intensity of negative online reviews and the three ways of the merchant’s reply,a total of 6 experimental scenarios were designed in two groups of experiments,and the experimental data were used to test hypothesis.Results show that the compensation of internal attribution apology has a stronger hypocritical perception of consumers’ compared with the explanation of external attribution apology under the strong negative emotion intensity,the difference between the two remedial methods is not significant under the weak negative emotion intensity;Hypocritical perception plays a mediating role on the interaction effect of negative emotional intensity and service recovery on repurchase intention,and the stronger the hypocritical perception,the lower the repurchase intention;Professional knowledge moderates the effects of negative online reviews and service remediation on consumers’ hypocritical perception.The findings expand the investigation in the field of service recovery and enhance the theoretical system of repurchase intention under service recovery.This will help merchants develop marketing strategies,and provides a certain theoretical basis for merchants to formulate reasonable and effective service recovery strategies,thereby enhancing market competitiveness.