The Subsequent Negative Behavior and Psychological Path of Consumers in Favorable Comment Reward Program

（China Women’s University，Beijing100101，China） Abstract：In recent years，to promote the sale of product and enterprises’word of mouth，e- commerce enterprises encourage consumers to issue more good evaluation information by the implementation of favorable comment reward program. But this program also leads to some subsequent negative behaviors. To solve this problem，and based on Self- determination Theory，Social Exchange Theory and Cognitive Dissonance Theory，the authors adopt 3（Shopping Experience：good，medium and poor） x2 （reward level：high and low）6 way between-subjects factorial design to explore the effect of shopping experience and reward level on consumers’the subsequent negative behaviors and psychology after they participate in Favorable Comment Reward Program. The results showed that first，shopping experience negatively affected consumers’subsequent negative behaviors and cognitive dissonance. Second，shopping experience and reward level have interactive effects on consumers' subsequent negative behavioral intention and cognitive dissonance. In the medium shopping experience situation， when consumers get high rewards，consumers' subsequent negative behavioral intention and cognitive dissonance are all higher than that when they get low rewards. But in good or poor shopping experience situation，rewards level has no significant influence. Shopping experience moderates the mediating effect of cognitive dissonance between reward level and subsequent negative behavioral intention. When consumers get medium shopping experience，reward level will have a significant negative mediating effect on subsequent negative behavioral intention through cognitive dissonance. When consumers get poor or good shopping experience，the mediating effect of reward amount on subsequent negative behavioral intention through cognitive dissonance is not significant. So not all enterprises are suitable to economic incentive. From the angle of enterprises，they should adopt different favorable comment reward program according to the level of shopping experiences provided by them；and from the angle of society，it is suggested that e-commerce platform should lead the scientific and rational favorable comment reward program，and fairly encourage consumers to issue their comment to increase the quantity and quality of word of mouth.

Key words：favorable comment reward program；online reviews；negative behavior；shopping experience；rewards level