In the process of choosing an e-commerce seller, users’ comments and recommendations play an important role. Based on this, many e-commerce sellers have launched marketing campaigns of “cashback for good comments”. To explore consumers’ acceptance willingness under the influence of sellers’ behavior of cashback for good comments, this paper takes the perceived quality as the basis and conducts an empirical study on this issue considering two situations (i.e., consumers know the seller has or does not have the behavior of “cashback for good comments” before shopping) through three scenario experiments. The results show that sellers’ behavior of “cashback for good comments” has a negative impact on consumers’ acceptance willingness by reducing consumers’ perceived quality, and psychological resistance plays a moderating role in this relationship. In addition, compared with the consumers who have relatively weak psychological resistance, consumers with strong psychological resistance are more likely to be influenced by sellers’ behavior of “cashback for good comments”. Therefore, when choosing whether to carry out marketing activities of “cashback for good comments”, e-commerce sellers should comprehensively consider the type of consumer to improve the perceived quality and acceptance willingness of consumers.