Research on the Impact of Merchant Response Attribution on Consumer Purchase Intention and the Moderating Role of Review Page Valence

Yuxuan Wu; Wenwei Yu

doi:10.47297/wspdecWSP2515-797314.20250902

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Research on the Impact of Merchant Response Attribution on Consumer Purchase Intention and the Moderating Role of Review Page Valence

Volume 9, Issue 2

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Research on the Impact of Merchant Response Attribution on Consumer Purchase Intention and the Moderating Role of Review Page Valence
Research on the Impact of Merchant Response Attribution on Consumer Purchase Intention and the Moderating Role of Review Page Valence
1.Guangdong Experimental High School International Department (AP), 510000
2.China Center for Information Industry Development (Suzhou Branch), 215000
Vol. 9, Issue 2, Pages: 67-72(2025)
Published：25 February 2025
DOI：10.47297/wspdecWSP2515-797314.20250902
Accepted：

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Wu Yuxuan,Yu Wenwei.Research on the Impact of Merchant Response Attribution on Consumer Purchase Intention and the Moderating Role of Review Page Valence[J].Development Economics of China,2025,09(02):67-72.
DOI：

Wu Yuxuan,Yu Wenwei.Research on the Impact of Merchant Response Attribution on Consumer Purchase Intention and the Moderating Role of Review Page Valence[J].Development Economics of China,2025,09(02):67-72. DOI： 10.47297/wspdecWSP2515-797314.20250902.

摘要

Abstract

Online product reviews and merchant responses significantly influence consumer purchase behavior

particularly when negative reviews are involved. However

previous research has primarily focused on one specific review

ignoring the textual context in which the review and merchant's response appear. This study explores how the overall perception of consumers on a review page (whether negative or positive reviews dominate) and the merchant's response strategy (internal vs. external attribution) affect consumers' purchase intention. Using a 2×2 experimental design

the study found that

compared to external attribution

merchant's response with internal attribution significantly reduces consumer risk perception

which in turn lowers the negative impact on purchase intentions. Additionally

when consumer's overall perception to evaluation page is negative

compared with external attribution

the negative effect of the merchant's internal attribution response on the consumer's purchase intention will be weakened. This study enriches the theoretical framework on online reviews and offers practical guidance for merchants on how to respond to negative reviews.

关键词

Keywords

references

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