Abstract: From the perspectives of the proportion of negative online reviews and the severity of failure, this paper explores the influencing mechanism and internal mechanism of negative online reviews on purchase intention of potential customers, based on the attribution theory and perceived trust and corporate response. The statistical analysis of 496 questionnaires shows that both the proportion of negative online reviews and the severity of failure have a significant negative impact on the purchase intention of potential customers, by locus attribution, controllable attribution, stability attribution and perceived trust. In the case of different proportion of negative online reviews and the severity of failure, the corporate should adopt different response strategies to save costs and reduce losses.

Key words: negative online reviews；corporate response；failure attribution；perceived trust, purchase intention

摘要： 从负面在线评论比例和失误严重性两个角度出发，通过引入归因理论、感知信任和商家回复等相关内容，探究负面在线评论对潜在顾客购买意愿影响机制和内部机理。对496份调查问卷所得数据进行统计分析，研究结果表明：负面在线评论比例和失误严重性都对潜在顾客购买意愿有显著的负向影响，且两者都通过影响失误的归属性归因、可控性归因、稳定性归因和感知信任影响潜在顾客购买意愿；在负面在线评论比例与失误严重性不同的情况下，商家应采取不同的回复策略实现节约成本与减小损失的目的。

关键词: 负面在线评论, 商家回复, 失误归因, 感知信任, 购买意愿