Determine the effects of negative information on consumer attitudes and behavioral intentions towards online products

Abstract

The goal of this research is to define how negative information or we can say word of mouth, online review influence consumer attitude and behavioral intentions towards online products. Because of the rapid growth and widespread application of Internet technology, online shopping has emerged as a significant new channel. Online product reviews have become increasingly valuable as consumer information search and release has shifted from offline to online. According to research, the majority of online customers read product reviews before making a purchase. Online product reviews, as one of the most important techniques of disseminating awareness, have a growing influence on customer purchasing decisions and have steadily become an urgent topic in network marketing research. This phenomena forces companies to acknowledge that online reviews have a big impact on trading volume. Businesses have attempted to influence online reviews by posting a large number of favorable comments in the hopes of gaining consumer trust and resulting in product purchases. According to research, the primary goal of negative internet reviews is to influence the positioning of fashion products. The criteria studied in this study are the perception of bad internet reviews, buying attitudes, and behaviors. Negative online evaluations of apparel and accessories sold online are examined, as well as their impact on consumer buy intent and sentiments. The goal of the study is to prove that unfavorable online reviews influence consumer purchasing intent, attitudes, and actions. Furthermore, purchasing attitudes have an impact on behavior intention. In the research I employed both secondary and primary data. 80 respondents' data was acquired as primary data, which was analyzed using SPSS software. According to the research negative information has impact on customers attitude and behavioral intentions. The data show how word- of-mouth is based on trustworthiness and commitment. Despite the fact that the results were based on a small number of respondents, the approach could be beneficial in future research. The importance of word - of - mouth, particularly in terms of consumer buying behavior, is steadily growing. Marketers will gain a better knowledge of negative information along with consumer perceptions after reading this paper.