The impact of the negative online reviews on consumers' purchase intention: Based on the dimension of product information

摘要

This paper introduces the impact of negative online reviews on consumers' purchase intention from the dimension of the product information,namely tangible dimension and intangible dimension.By using the experimental method,this study analyzes the impact of product information,dimension of negative online reviews on purchase intention and the moderating role of product type.Results suggest that (1) the product information dimension of the negative online reviews has a significant effect on purchase intention,but (2)product type has no significant moderating effect between them.