How Do Types of Explanation in Online Review Affect Consumers’ Attitude? ——an Experiment Study Based on the Theory of Regulatory Orientation

Online reviews have taken a significant role in consumers’ decision of purchasing. Different from the existing researches which focus more on the usefulness of online reviews, this paper divides consumers into promotion-focused individuals and prevention-focused individuals according to their personality traits based on the regulation orientation theory. And it explores the influence of attitude changing of online explanation types to consumers by experimental research methods. The results show that, the positive and negative explanation type have no significant effect on promotion-focused individuals’ attitude change, that is, negative explanation action have a greater impact on their attitude change when selecting utilitarian product; the positive and negative explanation reaction have no significant effect on their attitude change when selecting hedonic product. The negative explanation type has a greater impact on prevention-focused individuals’ attitude change , that is, the negative explanation action has a greater effect on their attitude change when selecting utilitarian product; the negative explanation reaction has a greater effect on their attitude change when selecting hedonic product. The conclusions can benefit precision marketing and customer relationship management of e-commerce enterprises