负面事件中的品牌网络口碑溢出效应研究——以“圆通夺命快递”事件为例  

Spillover Effect of Internet Word of Mouth in Negative Events——Take the “Deadly Yuantong Express” Event for an Example

作　　者：何跃[1] 宋灵犀 齐丽云[1] 

机构地区：[1]四川大学商学院,成都610064

出　　处：《现代图书情报技术》2015年第10期58-64,共7页New Technology of Library and Information Service

基　　金：四川大学中央高校基本科研业务费项目"基于中文微博的负面情绪预警研究"(项目编号:skqy201406)的研究成果之一

摘　　要：【目的】研究网络口碑对企业品牌的溢出效应,为企业及时调整公关策略应对风险提供依据。【方法】利用信息熵建立负面事件中网络口碑溢出效应评价指标体系,以"圆通夺命快递"事件为例,对网络口碑溢出效应方向与强度进行对比分析。【结果】实证结果表明,用户在整个事件发展过程中具有强烈的负面情感倾向;事件对竞争品牌的溢出效应强度和方向各有不同,负面溢出效应强度高于正面溢出效应;负面溢出效应的持续时间比正面溢出效应长。【局限】未研究事件对其他行业相关品牌的溢出效应。【结论】提出的网络口碑溢出效应指标体系可用于监测网络口碑溢出效应方向和强度。[Objective] Study on spillover effect of Internet Word of Mouth on enterprise brand, as the basis for enterprise to take timely measures to deal with risks. [Methods] This paper uses information entropy method to build evaluation index system of spiUover effect of Internet Word of Mouth, and make comparative analysis of spillover effect direction and intensity of Internet Word of Mouth based on ＂Deadly Yuantong Express＂ event on Sina Microblog. [Result] The experiment result shows that users produce strong negative emotional tendencies during the process of the entire event. The strength and direction of spillover effect of the event on competitive brands are different. The intensity of negative spillover effect is higher than the positive. The duration of negative spillover effect is longer than positive. [Limitationsl There is lack of analyzing the spillover effect of Internet Word of Mouth on other related enterprises. [Conclusions] The proposed index system can be used to monitor the spillover effect direction and intensity of Internet Word of Mouth in negative event.

关 键 词：负面事件 网络口碑 溢出效应 信息熵 支持向量机 

分 类 号：G206[文化科学—传播学]