CAJ | 학술논문

用在线负面评论的内容相关性和专业性衡量在线评论质量，采用实验研究的方法，从在线负面评论的负面程度、数量、内容相关性和专业性4个维度，研究了在线负面评论对网络消费者购买意愿的影响，建立了在线负面评论与网络消费者购买意愿的关系模型，检验了网站类型在该模型中的调节效应。结果表明：在线负面评论的负面程度、数量、内容相关性和专业性正向影响网络消费者浏览网站时的感知风险，进而影响其购买意愿；网站类型在此过程中起调节作用；相比在团购网站上购物，消费者在非团购网站上购物时受在线负面评论影响产生的感知风险更大。
용재선부면평론적내용상관성화전업성형량재선평론질량，채용실험연구적방법，종재선부면평론적부면정도、수량、내용상관성화전업성4개유도，연구료재선부면평론대망락소비자구매의원적영향，건립료재선부면평론여망락소비자구매의원적관계모형，검험료망참류형재해모형중적조절효응。결과표명：재선부면평론적부면정도、수량、내용상관성화전업성정향영향망락소비자류람망참시적감지풍험，진이영향기구매의원；망참류형재차과정중기조절작용；상비재단구망참상구물，소비자재비단구망참상구물시수재선부면평론영향산생적감지풍험경대。
This paper uses the correlation and professional of content of online negative review to measure the quality of online review,and studies the impact of online negative review on the purchase intention of consumer online from four dimensions of online negative review by using the method of experimental study, and builds the model of relationship between online negative review and the purchase intention of consumer online to test the moderating effect of website type in this model. The results show as follows., the four dimensions of online negative review impact positively the perceived risk of consumer online, and then affect the purchase intention of consumer online;website type plays the moderating role in this process; consumers perceived risks are greater when shopping on non-group-buylng website than group-buying website.