The Impact of Taobao’s Negative Comments on Consumer Willingness

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Based on the theory of trust orientation and perceived risk, this study explores the impact of Taobao’s negative evaluation on consumer behaviour, and then conducts research. According to the theory of trust tendency, this paper discusses how consumers view the negative evaluation of goods. Through data analysis, it is found that consumers will have lower purchase intention when they browse negative comments. The psychological mechanism of this is that consumers are affected by perceived risks, resulting in lower brand identity. The subjects of this study are 70 Taobao users, and the hypothesis proposed is tested through correlation analysis.