学术专著 | An Empirical Study on the Impact of Online Negative Reviews on Customer Purchase Intention

   成果名称：An Empirical Study on the Impact of Online Negative Reviews on Customer Purchase Intention

   作    者：黄世旺

   出版社简介：韩国进泳出版社

   出版年份：2022年8月

   内容简介：This paper takes online negative reviews as the main research object, chooses two important indicators of online negative reviews: the quality of negative reviews and the quantity of negative reviews, and introduces consumer product involvement and perceived risk as intermediary variables to explore the impact mechanism of online negative reviews on consumer purchase decisions. Based on the theory of planned behavior, the possibility model of fine processing, the technology acceptance model and the action model of online shopping behavior, the structural equation model is used to carry out empirical research, and the influence mechanism model of online negative reviews on consumers purchase intention is constructed. On this basis, the corresponding hypotheses are put forward. Finally, descriptive analysis, validity analysis, reliability analysis, correlation analysis and regression analysis of data are carried out by using SPSS 20.0 and AMOS 23.0 analysis software. The model and hypothesis are tested and revised by the empirical method. The data of this study show that the quality and quantity of online negative reviews negatively affect consumers purchase intention, and the perceived risk and product involvement of the recipient's psychological representations negatively affect consumers purchase intention.

作者简介：黄世旺，管理学博士，讲师，硕士生导师，中国管理科学研究院研究员，教育部本科毕业论文评审专家，福建农林大学兼职硕士生导师，中国企业管理研究会中国式管理专委会常务理事，中国管理科学学会高级会员，入选福建省科技特派员，泉州市高层次人才，主要从事数字金融、金融科技、战略管理等研究。主持教育部产学合作协同育人项目3项，福建省科技厅创新战略研究联合项目1项，福建省教育厅青年教师教育科研项目1项，主持获批教育部“1+X”证书制度“金融智能投顾职业技能等级证书”试点，参与中国社会科学院重大经济社会调查项目等各类项目10余项，在国内外学术期刊发表学术论文8篇，出版专著1部、参编教材1部。获评为第九届第十届全国证券投资模拟实训大赛“优秀指导教师”，2022届本科毕业论文“优秀指导教师”。