An Empirical Research: The Impact of B2C E-Commerce Consumers’ Negative Reviews on Product Sales

Hui Huang

Abstract


Consumers usually refer to the post-purchase reviews of products before making a purchase online. Understanding the negative impact of word-of-mouth on consumers' purchasing decisions is of great significance to the seller. By analyzing the data from B2C businesses, the paper deeply analyzes the impact of negative reviews and finds that the threshold of negative reviews has a knock-on effect on the potency of product reputation. The results also show that the number of earlier negative word-of-mouth has prominent impact on the subsequent product sales; and the negative word-of-mouth on the experiential products has more significant impact than that of search products; big brands are relatively less affected while the less well-known brands are more fragile. The conclusion of the study has a certain practical significance to the coping strategy of dealing with negative word-of-mouth for e-commerce practioners.


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