在线负面评论回复策略对潜在旅游消费者购买意愿影响研究——以在校大学生为例

文章通过对在线负面评论的两种类型(感性型负面评论、属性型负面评论)与商家回复的两种策略(反驳说服策略、功能补救策略)进行双向匹配,采用情景模拟实验法进行2X2的组间实验,探究对消费者感知信任与购买意愿的影响。结果表明:商家对负面评论的回复通过消费者的感知信任影响其购买意愿;当潜在消费者面对感性型负面评论时,应采取反驳说服策略促进消费者的购买意愿;针对属性型负面评论,商家应采取功能补救策略,更利于增强消费者感知信任和购买意愿。本研究结论对商家有效应对负面评论、完善负面在线评论管理机制,最终促进潜在消费者的购买意愿具有积极作用。

A Study on the Impact of Online Negative Comment Response Strategy on Potential Tourists Willingness to Consume:Taking College Students as an Example

In this paper,scenario simulation experiment is used to perform 2X2 inter-group experiments to explore the impact of consumer perception of trust and purchase willingness by two-way matching two types of online negative comments(sensive negative comments,attribute negative comments)with two strategies of merchants responses(refutation persuasion strategy,functional remediation strategy).The results showed that the response of the merchant to the negative comments affects the willingness to purchase through the perceived trust of the consumers.Secondly,when the potential consumers inquire the perceptual negative comments,the merchant should adopt the rebuttal persuasion strategy to promote the consumers willingness to purchase.Finally,for attribute-based negative comments,merchants should take a functional remediation strategy,which is more conducive to enhancing consumers perceived trust and willingness to purchase.The conclusions of this study have a positive promote on merchant s effectively responding to negative comments,improving the negative online comment management mechanism,and ultimately promoting the willingness of potential consumers to purchase.