社会化沟通对不满意消费者再次购买的影响研究  

From Dissatisfaction to Repurchase:The Impact of Social Communication on Consumer

作　　者：卢云帆[1] 刘静文[2] 崔淑芬[3] 

机构地区：[1]华中农业大学经济管理学院 [2]华中科技大学图书馆 [3]武汉东湖学院科研处

出　　处：《管理学报》2015年第5期750-756,771,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71332001;71061160505;71373094);广东省社会科学基金资助项目(GD14CGL10);中央高校基本科研业务费专项基金资助项目(52902~0900206134)

摘　　要：基于应对理论,采用结构方程实证研究了社会化商务中消费者从不满意到再次购买的行为规律。研究发现,负面情绪是不满意和应对行为之间重要的中介变量。负面情绪引发消费者在线沟通(如抱怨和寻求社会支持)和回避沟通(如心理疏离)等应对行为:抱怨对消费者再次购买意愿不显著;心理疏离对再次购买意愿有负面影响,故心理疏离有利于稳定消费者情绪而不利于再次购买;寻求社会支持对再次购买意愿有正面影响,故寻求社会支持能抵消负面情绪的部分消极作用,有利于再次购买。A research model that reflects the relationships among dissatisfaction,negative emotion,and customers’ behavior is developed,which is based on coping theory.Our findings show that negative emotion is an important mediation between dissatisfaction and repurchase intention.Coping behaviors will be triggered by negative emotion.Different coping behaviors have different impacts on repurchase intention.Psychological distancing reduces repurchase intention,seeking social support often increases repurchase intention,complaining behavior has an insignificant influence on repurchase intentions.Based on empirical findings,we offer managerial suggestions for enhancing purchase intention in e-commerce.

关 键 词：在线沟通 不满意 社会化商务 

分 类 号：C93[经济管理—管理学]