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摘要随着互联网使用者快速增长的同时，网购已经成为了现在主流购物模式之一。但是因为网购过程中买家只能通过商家在网上公布的商品信息及图片来了解产品，因此很多时候由于商家的夸大宣传，会导致买家对商品实物的期望偏差，导致最终的购物体验很差，所以在这种情况下，以往买家的评价就显得十分客观了。商品的评价又可分为正面评价和负面评价，当下，很多学者们普遍认为商品的负面评价相比于正面评价会在更大程度上影响消费者的行为。因此，在这里我要对负面评价碑对消费者购买决策影响的机制进行理论研究，此调查和研究是基于天猫和京东两大B2C商城展开的。本文从对天猫和京东商城部分商家的负面评价现象及相关理论研究文献入手，研究过程中又采用问卷调查等方式来得出结论。首先，通过一些文献阅读，结合消费者购物决策的特点，将影响消费者购物决策的分为六个维度，它们分别是消费者特性、消费者购买卷入、购物习惯和心理、品牌（商家）印象、地理因素、商品流通渠道偏好。其次针对负面评价对用户决策影响这一问题进行了问卷调查，问卷调查采用了网上调查的方式，主要调查人群为18-25岁的年轻人群，因为这一人群也是网购的主流人群，因此调查结果比较有说服力。最终通过数据的统计分析，可以知道商品的负面评价对于用户购物决策起到了导向性的作用，绝大部分的用户在看到相关商品的负面评价后，购买欲望会大大降低，并且不论是购买前的决策还是购买后的体验评价阶段，负面评价和不好的体验相对于正面感受对用户的影响作用更大。对于处在不同购物阶段的用户来说，受负面评价的影响程度最深的是处于“已经决定购买某件商品”这个阶段的消费者，由此也可以确定负面评价对于用户购物决策起到决定性作用。最后针对负面评价，对网络商家如何看待和处理负面评价、以及如何更好的经营提出了一些建议。47378
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With the rapid growth of Internet users at the same time, online shopping has become one of the mainstream shopping patterns, especially in the younger generation, online shopping has become a large part of people's shopping habits. Because in the online shopping process, buyers can only through the business on the Internet published commodity information and pictures to understand the product, so most of the time due to the businesses of exaggerated propaganda, lead to the deviation of a commodity expectations of buyers, lead to the ultimate shopping experience is very bad, so in this case, evaluation of the previous buyers is very objective. Product evaluation can be pided into positive and negative evaluation and in the present, many scholars generally believe that commodity evaluation compared to positive reviews will be in greater impact on consumer behavior. Therefore, here I want to on the monument of negative evaluation of consumers to buy influence the decision-making mechanism of theoretical research, this investigation and research is based on Tmall and Jingdong two large B2C mall expansion. This article from the Tmall and Jingdong of the mall of the negative evaluation of the phenomenon and related theoretical research literature, the process of the study and the use of questionnaires and other ways to come to the conclusion. First , through the literature reading, combined with the characteristics of consumer shopping decision-making, the impact of consumer shopping decisions in order to six dimensions. Secondly, according to the negative evaluation of the impact of the user's decision-making on the problem of a questionnaire survey, the questionnaire survey using the online survey, the main survey of people aged 18-25 years of young people. inally through the statistical data analysis, can know the merchandise of negative evaluation for users shopping decisions to the leading role, the vast most users after see the negative evaluation of the related goods, the desire to buy will greatly reduce. And the negative evaluation and bad experience with the positive impact on the user's role is greater.