企业声誉的影响因素及其对消费者口碑传播行为的作用  

The Influencing Factors of Corporate Reputation and its Impact on Consumers' Word-of-Mouth Behavior

作　　者：刘彧彧[1] 娄卓[1] 刘军[1] 宋继文[1] 

机构地区：[1]中国人民大学商学院

出　　处：《管理学报》2009年第3期348-353,389,共7页Chinese Journal of Management

摘　　要：在拓展企业声誉的态度结构基础上,借鉴"态度-行为"模型,从消费者角度研究企业声誉态度的形成影响因素,即企业声誉对消费者口碑传播行为的作用。对261名消费者的调研数据的分析表明:情感导向的企业声誉态度对消费者口碑传播行为的影响最大,企业声誉的行为倾向因素对口碑传播行为存在显著影响,而认知因素的影响不明显;对企业特征包括发展、吸引力、质量和责任的感知会不同程度地影响企业声誉的各方面。另外,责任、发展和吸引力感知三者通过情感态度影响消费者口碑行为,质量、发展和吸引力感知三者通过行为倾向态度影响消费者口碑行为。Previous researches have developed the attitude structure of corporate reputation. From the perspective of consumers ,this paper studies the contributing factors of corporate reputation attitude and its impact on consumers＇ word-of-mouth behavior. The investigation data of 261 consumers puts forward indications as follows： the emotion-oriented corporate reputation attitude has the most remarkable influences on consumers＇ Word-of-Mouth behavior; whereas the corporate reputation＇s behavior tendency factors have a significant impact on consumers＇ word-of-mouth behavior,the cogni- tion factors have a less significant impact on that; furthermore,the cognition of enterprise＇s features （＂development＂, ＂attraction＂ and ＂quality＂, ＂responsibility＂） will affect diversified aspects of corpo- rate reputation in different extend. Besides,the following mediating effects are significant, on the one hand, ＂responsibility＂, ＂development＂ and ＂attraction＂ affect consumers＇ word-of-mouth behavior through emotion attitude, on the other hand, ＂development＂, ＂attraction＂ and ＂quality＂ impact consumers＇ word-of-mouth behavior through behavior tendency attitude.

关 键 词：态度 企业声誉 口碑传播行为 

分 类 号：C931[经济管理—管理学]