Effects of Negative Online Reviews on Consumers＇ Attitudes and Behavioral Intentionstoward Online Products

• 作者: Jishun Niu Rui Guo Yuhua Cui
• 来源期刊: 经济管理学刊：中英文版
• 学科: 经济
• 关键词: Online REVIEWS PURCHASE ATTITUDES BEHAVIORAL INTENTION
• 年，卷（期）: 2015,（4）
• 页码范围: 75-83
• 页数: 9页
• 分类号: F

摘要

Online shopping has become an important new channel because of its rapid development and broad application of the Internettechnology. As consumer information search and release gradually shift from offline to online, online reviews of products havebecome more valuable. Research shows that most online shoppers view online reviews from product users before purchasing. Asone of the most important forms of spreading awareness, online product reviews has an increasing impact on customer purchasedecisions and has gradually become an urgent issue in network marketing research. This phenomenon impels businesses to realizethat online reviews significantly affect trading volume. Businesses have attempted to manipulate online reviews by providing asignificant number of positive comments that could lead to consumer confidence and purchase of products. Internet users inChina are more interested in reading negative comments compared with the rest of the global Internet users. Thus, the effects ofstructural characteristics of potential customers, negative attitudes, and behavioral intentions have not yet aroused global concernbecause this phenomenon has been limited to the local scale.Based on literature, the main objective of negative online reviews is the positioning of fashion products. The perception ofnegative online reviews, purchase attitudes, and behaviors are the factors considered in the present study. Negative online reviewsof clothing and accessories sold online and their influence on consumer purchase intention and attitudes are analyzed. The studyaims to confirm that negative online reviews have an effect on consumer purchase intention, attitudes, and behaviors. Moreover,buying attitudes influence behavior intention.