Introduction
In the modern society, online shopping has been expanding and become part of people's lives. With the development of online shopping, people's online shopping awareness have increased. In the purchase process, people focus on the information, especially online evaluation. Online shopping population is becoming more aware of the negative online evaluation, businesses are more and more attention to the negative comments, but sellers lack strategies and methods to deal with negative evaluation, and the reply function offered by site are rarely used. Compared with traditional Mouth Marketing, Internet Word of Mouth Marketing(eWOM) has such characteristics as anonymity, non confrontation, wide spread and fast spread. However, it is difficult to imagine the impact of all the internet word-of-mouth information on the consumer's willingness to buy. They need to criticize and screen the information before they are used because of the large amount of information that consumers have come into contact with. Online product evaluation (abbreviated evaluation) is a kind of internet word-of-mouth. As a new means and platform for network communication, it has its own unique characteristics. With the rapid development of electronic commerce in China, the content of evaluation has become an important basis for the purchase decision of Internet consumers. In the field of marketing, Gao Xiang finds that consumers usually think that negative information is more judgmental value than positive information, so they will rely more on the negative information when buying decisions. Therefore, it is of great significance to the research of negative online evaluation. In the field of marketing, Gao Xiang found that consumers generally think that negative information is more judgmental than positive information, so they rely more on negative information for decision making in purchasing. Therefore, the research of negative online evaluation is significance. Whether the business can deal with negative evaluation effectively becomes the key to success in sales volume. Burnkrant and Consineau believes that the herd effect is the process of psychological change that people consciously and unconsciously take the opinions of the majority as the criterion to make judgments and make impressions. Group characteristics, such as scale, and the proportion of others' opinions, will affect the herd effect. The current research shows that the more people hold the same view, more people will agree with this view. In other words, the individual will be affected by the majority of the group's opinions. Businesses reply with negative evaluations in various ways as a result of the negative impact of negative reviews. It takes the C2C's largest platform, Taobao, as an example. Some seller cooperate with illegal companies to harass buyers who do not modify the review, and coerce buyers to modify the evaluation. This kind of problem has been a hot issue in society for some time. At the same time, the C2C network platform provides a function that the seller can respond to the buyer's evaluation. But few seller use it.
Theoretical Development
Businesses reply with negative evaluations in various ways as a result of the negative impact of negative reviews. It takes the C2C's largest platform, Taobao, as an example. Some seller cooperate with illegal companies to harass buyers who do not modify the review, and coerce buyers to modify the evaluation. This kind of problem has been a hot issue in society for some time. At the same time, the C2C network platform provides a function that the seller can respond to the buyer's evaluation. But few seller use it. This study further deepens the related research on the negative evaluation of the network. More attention has been paid to the negative evaluation itself and the analysis of its content, publisher characteristics and evaluation results. There are few studies on how to respond to negative evaluations and to use the business response function of a website. This paper studies the relationship between the response of the merchant to the negative online reviews and the customer's purchase intention and the internal influence mechanism, and deepens the previous research. At the same time, it provides some inspiration for the follow-up internet word-of-mouth research. This study also enriches the related research on consumer perceived risk. Previous studies have shown that consumers' purchase behavior and willingness to purchase will be affected by perceived risk. And communication with the seller can reduce perceived risk to a certain extent.
Research Design
Based on the above background, this paper make a study about the sellers’ reply of negative evaluation and potential purchasing intention. Based on the online reviews of consumer perception of risk, the basis of relevant literature consumer consumption and purchase willingness, combined with consumer behavior theory, service recovery theory, empathy theory and attribution theory, build research model in this paper. On this basis, this paper collected and analyzed the data through literature research, experimental scenarios, questionnaires and statistical analysis, and verify hypothesis based on data analysis.
Results and Conclusion
Through data analysis, the main conclusions are as follows: The reply to the negative comments can affect consumers' perceived risk and purchasing intention; consumers' perceived risk plays an intermediate role between the reply to the negative and purchasing intention. Product type plays a regulating role between the way of reply and consumers' perceived risk. For Search goods, external and internal attribution explanatory reply made no significant difference in affecting consumer consumers' perceived risk. Perceived risk under external attribution is lower than under the internal attribution. On the basis of research, this paper put forward online communication strategies for C2C business and help sellers do business better.

• Yixin Li(Harbin Institute of Technology, China)