否定')">"> 否定, 在线评论, 商品态度, 购买意愿, 评论效价

Two simulated online shopping experiments were conducted to examine how negation in online reviews influences consumers’ product attitudes and purchase intentions, using single reviews and additional reviews framed as “affirmative/negative + positive/negative words.” Results showed that in the affirmative condition, positive valence led to more favorable product attitudes and higher purchase intentions than negative valence, whereas this pattern was reversed in the negation condition (Experiment 1). Under the affirmative framing, regardless of whether the initial review was positive or negative, a positive additional review resulted in more positive product attitudes and stronger purchase intentions than a negative additional review. However, the weight of the initial versus additional review differed—the initial review affected product attitudes more strongly, while the additional review had a more pronounced influence on purchase intentions. This pattern was absent under negation framing (Experiment 2). In summary, negation expressions in online reviews can reverse the evaluative direction of sentiment on consumer judgments. Initial reviews serve as an anchor for product attitudes, whereas additional reviews play a more prominent role in shaping purchase intentions. 

negation, online reviews, product attitudes, purchase intentions, review valence