隨著網絡購物的蓬勃發展，在線評論，尤其是負面在線評論，已經成為影響產 品銷量的關鍵因素。因此，越來越多的網絡商家開始進行在線反饋，以期減少負面在 線評論對消費者的影響。本研究通過對12 種虛擬情景下248 份有效問卷的數據進行 方差分析和多元回歸分析，得到負面在線評論和商家反饋對消費者購買意願的影響模 式，並討論了消費者的不同產品涉入度和信任傾向對這種影響的調節作用。結果表 明：負面在線評論數量占比和負面在線評論質量負向影響消費者購買意願；商家反饋 對消費者購買意願有正向影響；產品涉入度和信任傾向部分調節商家反饋對消費者購 買意願的影響過程。

With the rapid development of online shopping, online review, especially the negative online review, has become a key factor for product sales. As such, more and more online sellers choose to reply online, hoping for less effect of negative online reviews on potential consumers. Through variance analysis and multiple regression analysis based on 248 valid questionnaires which are distributed to 12 purchase scenarios, this study analyzes the effect model of negative online reviews and seller’s feedback on consumer purchase intention, and discusses the moderating role of consumer product involvement and trust propensity.The results indicate that the proportion and quality of negative online reviews influence consumer purchase intention negatively. Seller’s feedback has a positive impact on consumer purchase intention. Moreover, product involvement and trust propensity partially moderate the effect of seller’s feedback on consumer purchase intention.