Abstract: With the rapid expansion of the pure electric vehicle market and the continuous increase in its penetration rate, the influence mechanism of online reviews on potential consumers’ purchasing decisions remains a topic that lacks a systematic explanation. The existing literature mainly focuses on the scenarios of traditional fuel vehicles. Limited by the assumption of consumer homogeneity and the single comment analysis paradigm, it is difficult to comprehensively analyze the mechanism of action of contradictory compound comments from the perspective of group heterogeneity. Based on the heuristic system model theory and combined with the heterogeneity of consumer groups, this article explores the influence mechanism of contradictory compound comments on the purchase decisions of pure electric vehicle consumers through empirical research. The research results show that in terms of the factors influencing consumers’ purchasing decisions, consumers of economy-pure electric vehicles are more sensitive to product information, while consumers of comfort-pure electric vehicles pay more attention to service information. The perceived utility of consumers’ reviews of negative-positive products and negative-positive services plays a mediating role in the purchase decision-making process of economy and comfort pure electric vehicles, respectively. Brand trust plays a positive moderating role in the influence of contradictory compound comments on consumers' purchasing decisions.

Key words: contradictory composite reviews, purchase decision, influence mechanism, pure electric vehicles