不同网络负面评价对消费者购买意愿的影响——以新能源汽车为例
The Impact of Different Types of Negative Online Reviews on Consumer Purchase Intentions—A Case Study of New Energy Vehicles
DOI: 10.12677/ecl.2025.14123830, PDF,    国家社会科学基金支持
作者: 申皖晴：江苏大学管理学院，江苏 镇江
关键词: 网络负面评价；感知障碍；新能源汽车；创新抵抗理论；Online Negative Reviews； Perceived Barriers； New Energy Vehicles； Innovation Resistance Theory
摘要: 在创新抵抗理论的基础上，本研究采用实验研究的方法，以不同类型的网络负面评价为自变量，以消费者对新能源汽车的购买意愿为因变量，消费者自身功能性感知障碍为中介变量，研究情绪导向型与信息导向型两类网络负面评价对消费者购买意愿的影响差异。研究结果表明：不同类型的网络负面评价对消费者购买意愿的影响存在显著差异，相比于信息型，情绪型网络负面评价对消费者购买意愿的消极影响更强，消费者对情绪导向型网络负面评价感知到的功能性障碍也更高，功能性感知障碍(感知使用、价值与风险障碍)在网络负面评价与消费者购买意愿之间起到部分中介作用。因此，新能源车企要注重网络上不同类型的负面评价，对于情绪化的评论要积极应对、沟通，降低对自身产品销售的负面影响。
Abstract: Based on the theory of innovation resistance, this study employs an experimental research method, treating different types of negative online reviews as the independent variable, consumers’ purchase intention towards new energy vehicles as the dependent variable, and consumers’ self-perceived functional barriers as the mediating variable. The research aims to examine the differential impact of emotion-oriented and information-oriented negative online reviews on consumers’ purchase intentions. The results indicate that different types of negative online reviews have significantly varying effects on consumers’ purchase intentions. Compared to information-oriented reviews, emotion-oriented negative online reviews exert a stronger negative impact on consumers’ purchase intentions. Additionally, consumers perceive higher functional barriers in response to emotion-oriented negative reviews. Functional perceived barriers (including perceived usage, value, and risk barriers) play a partial mediating role between negative online reviews and consumers’ purchase intentions. Therefore, new energy vehicle companies should pay attention to different types of negative online reviews, actively respond to and communicate about emotional comments to reduce their negative impact on product sales.
文章引用：申皖晴. 不同网络负面评价对消费者购买意愿的影响——以新能源汽车为例[J]. 电子商务评论, 2025, 14(12): 72-83. https://doi.org/10.12677/ecl.2025.14123830

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