网络口碑影响消费者品牌态度的机理与对策研究  

A Study on the Mechanism and Countermeasures of the Impact of Word of Mouth in Network on Brand Attitudes

作　　者：周文辉[1] 

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《江苏商论》2011年第12期57-59,共3页Jiangsu Commercial Forum

基　　金：教育部博士点基金"社会责任对企业品牌资产影响的机理与实证研究"(编号:20101101110035)阶段性成果

摘　　要：网络口碑会影响消费者的品牌态度,进而影响消费的购买决策,故认识网络口碑影响消费者品牌态度的机理具有重要意义。本文首先分析消费者受网络口碑的来源可靠性、关系强度、口碑数量、专业性、信任、感知风险、声誉等因素的影响,进而影响到消费者品牌态度的机理。进而,本文总结出负面网络口碑对消费者品牌态度改变有显著影响、信任在网络口碑影响消费者品牌态度中起重要作用、不同消费者对网络口碑影响消费者品牌态度认识不同三条特征。针对机理分析,本文提出了企业应把握网络口碑的主动权、通过网下宣传配合或分化网络口碑、合理利用网络媒体渠道的对策建议。Word of mouth in network effects the brand attitude of consumers,and then effects the purchasing decisions of consumers.Therefore,it has important meanning to understand the mechanism of the impact of word of mouth in network on brand attitude.This paper analyzes the mechanism of consumers effected by source of word of mouth,elationship strength,number of word of mouth,professionalism,trust,perceived risk,reputation and other factors,and then effect brand attitudes of consumers.Furthermore,this paper summarizes three characteristics of Word of Mouth in Network effect Brand Attitudes,including negative word of mouth in network has significant influences on brand attitude of consumers,trust plays an important role in the process,and different consumer has different understanding on the effect of word of mouth in network on brand attitude of consumers.At last,this paper gives three countermeasures,including enterprises should take the initiative to word of mouth in network,coupling the word of mouth in network with other ways,andusing online media channels rationally.

关 键 词：网络口碑 品牌态度 机理 

分 类 号：F724.6[经济管理—产业经济]