The impact of negative online interactive information on the purchase intention of heterogeneous tourism consumers
Based on the theory of regulatory focus,this paper applied scenario-based experiment approach to explore the mecha-nism of the impact of interaction information between negative online reviews and business responses on the purchase intention of hetero-geneous tourism consumers from the perspective of personality traits.The results indicated that:Financial negative online reviews signifi-cantly decreased the purchase intention of prevention-focused tourism consumers,while performance and service negative online re-views significantly decreased the purchase intention of promotion-focused tourism consumers.Perceived risk played a mediating role in this process;In the case of financial negative online reviews,when businesses acknowledged service failure,the purchase intention of promotion-focused tourism consumers tended to be higher.In the case of performance and service negative online reviews,when busi-nesses dismissed service failure,the purchase intention of promotion-focused tourism consumers tended to be higher.
国家科技期刊平台
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