The Influence of the Conflict of Online Reviews on Consumer Attitudes

Positive and negative online reviews' coexistence made the contradiction,the impact which made on consumers' attitude is difficult to determine. Ambivalence attitude theory points out that the consumer's attitude is also ambivalence. The different degree of ambivalence consumer encounter leads to attitude change differently. Results show that the display contains the specific content with the same proportion of the positive and negative comment,and ambivalent attitude each component declined significantly,high emotional change the contradiction is the largest,low intention to change the contradiction is the largest,the high contradiction in cognition,emotion and intention of three dimensions change degree is more than low ambivalent.