| Issue |
SHS Web Conf.
Volume 155, 2023
2022 2nd International Conference on Social Development and Media Communication (SDMC 2022)
|
|
|---|---|---|
| Article Number | 01015 | |
| Number of page(s) | 5 | |
| Section | Research on Social Development and Humanities Education | |
| DOI | https://doi.org/10.1051/shsconf/202315501015 | |
| Published online | 12 January 2023 | |
The Impact of Taobao’s Negative Comments on Consumer Willingness
The University of Newcastle, school of business and management, 039594, Singapore
* Corresponding author: 3224830863@qq.com
Based on the theory of trust orientation and perceived risk, this study explores the impact of Taobao’s negative evaluation on consumer behaviour, and then conducts research. According to the theory of trust tendency, this paper discusses how consumers view the negative evaluation of goods. Through data analysis, it is found that consumers will have lower purchase intention when they browse negative comments. The psychological mechanism of this is that consumers are affected by perceived risks, resulting in lower brand identity. The subjects of this study are 70 Taobao users, and the hypothesis proposed is tested through correlation analysis.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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