The impact of emotionally negative online reviews on consumer purchase intentions

Online reviews are an important factor influencing consumers\u27 purchasing decisions. However, there is no literature to explore the mechanism of emotional negative online reviews on consumer purchasing behavior. The research results enrich the theory of user information behavior, and have practical significance for merchants\u27 precision marketing and customer relationship management. Based on ELM theory and regulation focus theory, using the method of situational experiment, from the two paths of peripheral situation perception and core cognitive processing, explore the influence of regulation focus on consumer purchase intention under the stimulation of emotional negative online reviews effect. The research results show that: under the stimulus of negative emotional online reviews, prevention of targeted consumers is mainly affected by the emotional arousal of the edge path, and positively affects purchase intention through emotional response; promotion of targeted consumers is mainly affected by the perception of the central path The influence of effort positively affects purchase intention through cognitive response; among them, emotional response has a greater leading role in purchase intention