Abstract: In order to obtain the negative impact of the negative comments on the total sales volume of the product, we selected the negative commentators professional degree, the product price, the negative comment content score and the star rating, and added the business reply to the timely and the quality of the response as a regulatory variable, from the four latitude analysis of its negative comments and product sales relationship regulation. The results show that: （1） negative commentators professionalism, negative commentary star ratings, content ratings have a significant impact on product sales, among which star commentators have a greater impact on product sales than those of general commentators; （2） the quality of business response and the timely response to the negative comments on the product sales have a significant regulatory role, and business timely response and targeted response than business delay and recovery of the regulatory role is more significant.

Key words: product sales, negative comments content ratings, online negative comments, merchant response

摘要： 为了解负面评论对产品销量的影响，以太原柳巷商业区为研究对象，选取负面评论者专业度、内容评分、星级评分、产品价格为自变量，以商家回复及时程度和回复质量作为调节变量，结果表明：前3个变量对销量有显著影响，其中星级评论者比一般评论者更显著，产品价格对销量没有显著影响；商家回复质量和回复及时程度对负面评论与销量均有显著的调节作用。

关键词: 产品销量, 负面评论内容评分, 在线负面评论, 商户回复