The Impact of Online Negative Reviews on Consumer Purchasing Intention in the Apparel Industry: The Mediating Role of Perceived Risk
Yuhui Yang,
Xiangmei Li
Abstract:This paper constructs a model that examines how online negative reviews impact consumer purchasing intention in the apparel industry under the mediating role of perceived risk. A questionnaire survey was conducted among consumers in the clothing industry, and the collected data underwent descriptive statistical analysis, correlation analysis, and regression analysis. The results indicate that the quantity, content quality, and perceived risk of online negative reviews negatively affect purchasing intention, wi… Show more
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