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Abstract Nowadays lots of people like purchasing things online. The prevalence of purchasing things online is mainly attributed to the convenience it brings to customers. Meanwhile, customers can share their purchasing experiences via online review. A majority of people tend to read online review before making their final purchasing decisions. From those online reviews, people can know extra information of the products which the sellers don’t mention but some people pay a lot attention to. It is known that positive online review can promote sales volume while negative online review has bad effect on consumer’s purchasing intention. Actually, the influence of negative review is almost twice as powerful as that of positive review. Therefore, online sellers should not neglect the effect of negative online review. 34600
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The author does research on the effect of negative online review on consumer’s purchasing intention through a questionnaire survey. After the collection and analysis of data, the author mainly studies the effect of negative online review on consumer’s purchasing intention from three aspects — products, online sellers and logistics. From the result of the survey, the quality of products, the after-sale service of the sellers and the damage of products caused in the distribution are three main factors to the negative online review. Finally, I hope this study can help offer some advice to the online sellers’ management of negative online review.
Key words: online review negative online review online consumer purchasing intention
摘 要如今许多人喜欢在网上购物，网络购物的盛行主要源于它给消费者带来了很多便利，如同种商品的选择多，网上购物节省时间。同时，消费者可以通过在线评论这一平台分享自己的购物经历。据了解，绝大多数消费者在购买产品时都会参考在线评论，他们可以从在线评论中了解商品的更多细节信息，帮助自己做出正确的购买决策。网站上商品的正面评论促进其他消费者的购买行为，而一些负面的在线评论则会影响消费者的购买，其影响力甚至是正面在线评论影响力的两倍。因此，商家必须要重视来自消费者的负面在线评论。
本文采用问卷调查的研究方法研究了负面在线评论对网上消费者购买意愿的影响。通过对网络问卷的数据采集以及分析，作者主要从商品，店主以及物流三方面来解析负面在线评论对消费者购买意愿的影响。据调查分析发现，商品本身的质量差，店主不提供售后服务以及物流中商品受到损坏对消费者购买意愿的影响最大。本研究结论尝试为网络商家进行在线评论的管理提供一些参考意见。
毕业论文关键词：在线评论 负面在线评论 网络消费者 购买意愿
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1 Background information of the study 1
1.2 Purpose of the study 2
1.3 Overall structure of this paper 2
Chapter Two Literature Review 4
2.1 Research on online review 4
2.1.1 Research on online review 4
2.1.2 Research on negative online review 5
2.2 Research on consumer’s purchasing intention 5
2.2.1 Definition of consumer’s purchasing intention 5
2.2.2 Research on effect of online review on consumer’s purchasing intention 6
Chapter Three Methodology 8
3.1 The research questions 8
3.2 The subject of the research 9