學(xué)術(shù)專著 | An Empirical Study on the Impact of Online Negative Reviews on Customer Purchase Intention

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

   作    者：黃世旺

   出版社簡介：韓國進泳出版社

   出版年份：2022年8月

   內(nèi)容簡介：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.

作者簡介：黃世旺，管理學(xué)博士，講師，碩士生導(dǎo)師，中國管理科學(xué)研究院研究員，教育部本科畢業(yè)論文評審專家，福建農(nóng)林大學(xué)兼職碩士生導(dǎo)師，中國企業(yè)管理研究會中國式管理專委會常務(wù)理事，中國管理科學(xué)學(xué)會高級會員，入選福建省科技特派員，泉州市高層次人才，主要從事數(shù)字金融、金融科技、戰(zhàn)略管理等研究。主持教育部產(chǎn)學(xué)合作協(xié)同育人項目3項，福建省科技廳創(chuàng)新戰(zhàn)略研究聯(lián)合項目1項，福建省教育廳青年教師教育科研項目1項，主持獲批教育部“1+X”證書制度“金融智能投顧職業(yè)技能等級證書”試點，參與中國社會科學(xué)院重大經(jīng)濟社會調(diào)查項目等各類項目10余項，在國內(nèi)外學(xué)術(shù)期刊發(fā)表學(xué)術(shù)論文8篇，出版專著1部、參編教材1部。獲評為第九屆第十屆全國證券投資模擬實訓(xùn)大賽“優(yōu)秀指導(dǎo)教師”，2022屆本科畢業(yè)論文“優(yōu)秀指導(dǎo)教師”。