Affiliations: [a] College of International Economics & Trade, Ningbo University of Finance & Economics, Ningbo, China
| [b] School of Management, Shanghai University, Shanghai, China
Correspondence:
[*]
Corresponding author. Shugang Li, School of Management, Shanghai University, Shanghai 200444, China. E-mail: shugangli_211@163.com.
Abstract: With the increasing of online social behavior, social relationships have an important impact on consumer negative comment behavior (CNCB) on social commerce platforms. Existing studies lack to describe CNCB influenced by social relationships on social commerce platforms from the perspective of well-thought-out planning results, and the proposed structural equation models in previous studies have been difficult to predict CNCB. Hence, this study proposes a new structural equation model (SEM) and artificial neural network (ANN) model to deeply explore and reveal the generation mechanism of CNCB in the context of social commerce platforms based on the theory of planned behavior (TPB). We regard social support as a moderating effect and construct a consumer negative comment planning behavior model (CNCPBM). The results of the data analysis show CNCPBM is supported. This study provides an important theoretical and practical contribution to CNCB, and offers practical management enlightenment for the managers of social commerce platforms.
Keywords: Social commerce platforms, theory of planned behavior, artificial neural
network, social support, negative comment behavior
