Back Issues 11-20

RESEARCH ON THE INFLUENCE OF NEGATIVE ONLINE COMMENTS ON CONSUMERS' PURCHASE INTENTION

Kun - Shan Zhang

University of Zhao Qing

 Zi - Qing Chen^*

Macau University of Science and Technology

*Corresponding author：This email address is being protected from spambots. You need JavaScript enabled to view it.

  Yuan - Duen Lee

Chang Jung Christian University

Abstract

How do negative online comments affect consumers' purchase intention in the Internet age? In this study, the negative online comments on the network platform are taken as the research object, and the degree of involvement as the moderating variable and perceived risk as the mediating variable, so as to explore the influence of negative comments on the network on the hotel consumers' purchase intention. The results show that negative online comments have a significant negative impact on consumers' purchase intention, in which perceived risk plays an intermediary role, and the degree of involvement plays a significant regulatory role. Marketers should pay full attention to the negative online comments on the network platform, and take necessary measures to reduce the perceived risks of consumers, so as to improve consumers' purchase intention; finally, this study puts forward three specific suggestions for hotel online marketing.

Key words: Negative online comments; Perceived risk; Involvement degree; Consumers' purchase intention; Internet platform

Attachments:

1144 Final.pdf

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861 kB