“化险为夷”还是“雪上加霜”?——负面网络口碑情境下零售企业社会责任行为对品牌权益的影响研究  

Research on the Impact of the Social Responsibility of Retail Enterprises on the Brand Equity under the Circumstance of Negative Internet Word-of-Mouth

作　　者：汪旭晖[1] 冯文琪[1] 张杨[1] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《商业经济与管理》2015年第7期5-15,共11页Journal of Business Economics

基　　金：国家自然科学基金项目"调节聚焦范式下的用户生成内容(UGC)对多渠道零售商品牌权益的影响机理研究"(71272050);国家自然科学基金项目"基于虚拟品牌社群的企业负面网络口碑治理研究"(71102089);中央财政支持地方高校发展专项资金科研重点研究基地项目"SoLoMo趋势下全渠道零售的机理与策略研究"(DUFE2014J15);霍英东教育基金会高等院校青年教师基金项目(131078)

摘　　要：文章运用准实验研究方法,考察在不同类型负面网络口碑情境下,零售企业的社会责任行为对品牌权益的影响作用。研究发现,在产品型负面网络口碑情境下,善因营销和企业赞助会对零售企业品牌权益产生相同程度的负向影响作用,慈善捐赠却起到修复作用;而在道德型负面网络口碑情境下,善因营销和慈善捐赠可以相同程度地修复零售企业品牌权益,企业赞助对其却无显著的影响作用;且慈善捐赠在产品型和道德型负面网络口碑下对零售企业品牌权益的修复程度是相同的。上述结论不仅在理论上表明企业社会责任行为对零售企业品牌权益的影响作用受到负面网络口碑类型的调节,也为处在负面网络口碑情境下的零售企业如何实施企业社会责任行为提供了有益启示。Through quasi-experimental methodology,this paper studies the impact of the social responsibility of retail enterprises on the brand equity under the circumstance of negative internet Word-of-Mouth under various types of negative online word-ofmouth（ WOM）. It is found that under product-related negative WOM,cause-related marketing and sponsorship can exert negative effect on brand equity to the same extent,whereas philanthropy donation can significantly repair brand equity. However,when the negative WOM is related to moral behaviors,enterprises＇ cause-related marketing behaviors and philanthropy donations can effectively repair brand equity to the same extent,but sponsorship has no remarkable impact; the philanthropy donation has the same repairing impact on both product-related negative WOM and moral behaviors-related negative internet WOM. The results make theoretical contribution that the impact of the social responsibility of retail enterprises on the brand equity can be regulated by the type of negative WOM; meanwhile the results provide some significant revelation on how the social responsibility behaviors of retail enterprises should be implemented under the circumstance of negative internet WOM.

关 键 词：负面网络口碑 企业社会责任行为 零售企业品牌权益 

分 类 号：F713.50[经济管理—市场营销]