earticle

영어

Online review is an important reference for online consumer’s purchase decision, among which the effect of negative online review is even greater. However, there is still a lack of attention on the impact of negative online review compared to positive one. Drawing on the dual-process theory, this study develops a research model to examine important factors affecting consumer’s purchase intention, mainly focusing on negative online review. An online survey involving users of online shopping websites such as JD.com, Taobao.com and Amazon.cn is conducted to empirically test the proposed research model. The result shows that quality of negative review, as a systematic/central factor, is the primary factor affecting consumer’s purchase intention, while heuristic/peripheral factors such as source credibility andquantity of negative review are also evaluated by consumer when making purchase decision.It is also examined that quality of negative review has a stronger impact on purchase intention when the consumer has a high self-efficacy level. Finally we discuss the theoretical and practical implications based on the findings.