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The Negative Online Reviews Affect Customers Purchase Intention Considering Remedies

With the rapid development E-commerce, online reviews play an important role in customers’ decision process; this paper studies the impact of negative online reviews and remedy for the reviews to customers purchase intention by using the experimental study, and builds the model reviews between online reviews, remedy and the purchase intention of customers. The results were shown as follows: 1. Negative online reviews significant affect the customers purchase intention. 2. Remedy for negative online reviews significant affect the customers purchase intention and perceived risk, as the only controlled factor, retailers should pay more attention to remedy.