The Impact of Online Negative Reviews on Consumer Purchasing Intention in the Apparel Industry: The Mediating Role of Perceived Risk

This paper constructs a model that examines how online negative reviews impact consumer purchasing intention in the apparel industry under the mediating role of perceived risk. A questionnaire survey was conducted among consumers in the clothing industry, and the collected data underwent descriptive statistical analysis, correlation analysis, and regression analysis. The results indicate that the quantity, content quality, and perceived risk of online negative reviews negatively affect purchasing intention, with the inhibitory effect of content quality being particularly prominent. Furthermore, the mediating impact of perceived risk is validated. To better understand the perceptual processes behind consumer behavior, this study reveals this connection and provides targeted online reputation management recommendations for apparel businesses. The managerial implications of this paper lie in the necessity for clothing enterprises to establish effective feedback mechanisms for online negative reviews and implement measures to reduce consumers’ perceived risk in purchasing decisions