The Impact of Positive and Negative Reviews on Consumer Purchase Intention

Zong Zhuang; Jingrong Xiao; Yuhan Zhang; Xinyu Zhang; Yuezhu Chen

doi:10.54254/2754-1169/2025.LD24759

Advances in Economics, Management and Political SciencesOpen access

The Impact of Positive and Negative Reviews on Consumer Purchase Intention

Research Article

Open Access

The Impact of Positive and Negative Reviews on Consumer Purchase Intention

Zong Zhuang ^1* Jingrong Xiao ², Yuhan Zhang ³, Xinyu Zhang ⁴, Yuezhu Chen ⁵

¹ University of Nottingham Ningbo China

² Foreign Language School Attached To Anhui Normal University

³ Guangdong Experimental School International Department(AP)

⁴ New Channel-Jinan A-Level Training School

⁵ Xi’an Tieyi High School

^*Corresponding author: biyzz61@nottingham.edu.cn

Published on 4 July 2025

AEMPS Vol.190

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-181-5

ISBN (Online): 978-1-80590-182-2

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Abstract

In recent years, driven by the rapid advancement of online retail, a growing number of consumers have opted to purchase goods through e-commerce platforms. Nowadays, the Internet has become an open platform for consumers to express their opinions. Consumers will leave their evaluations of the shopping experience along with accompanying pictures after making an online purchase. Nowadays, an increasing number of consumers have started to adjust their consumption decisions based on the number of reviews of an online store, the quality of those reviews, and the store's reputation. Existing research mainly focuses on the impact of diversified forms such as picture reviews, quality of service, inertia to change and so on, which can influence consumers' willingness to buy. But research on the display order of positive and negative reviews remains limited. Therefore, this paper mainly focuses on studying the influence of the priority order of positive and negative reviews on customers' purchase intention. This paper mainly adopts the methods of questionnaire surveys and regression models. According to the priority order, the reviews are divided into a control group, experimental group 1, and experimental group 2. The experimental results show that when consumers see negative reviews first and then positive reviews, it has a significant positive impact on their purchase intention; conversely, the impact of positive reviews being shown first is relatively weak. This paper mainly draws the following conclusions: First, giving priority to negative reviews is more conducive for merchants to increase sales. Second, compared with only presenting a simple introduction of the product, displaying more evaluations of the product from other consumers can increase customers' purchase intention. In addition, this study provides new evidence for merchants to boost sales and has important reference value for policymakers in making decisions in related aspects.

Keywords:

Review Display Order, Comparison of Consumers' Purchase Intention, Regression Model, Questionnaire Survey.

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References

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References

[3]. QuYan. (2023). Research on the effect of others’ language on consumers’ purchase intention. Advances in Psychology, 13(10), 4259–4276. https://doi. org/10. 12677/ap. 2023. 1310537

Cite this article

Zhuang,Z.;Xiao,J.;Zhang,Y.;Zhang,X.;Chen,Y. (2025). The Impact of Positive and Negative Reviews on Consumer Purchase Intention. Advances in Economics, Management and Political Sciences,190,163-173.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICEMGD 2025 Symposium: Digital Transformation in Global Human Resource Management

ISBN: 978-1-80590-181-5(Print) / 978-1-80590-182-2(Online)

Editor: Florian Marcel Nuţă , An Nguyen

Conference website: https://2025.icemgd.org/

Conference date: 26 September 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.190

ISSN: 2754-1169(Print) / 2754-1177(Online)

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