基于消费者品牌认知下的在线负面评论  

作　　者：张金鑫[1] 胡海[1] 

机构地区：[1]南京师范大学商学院

出　　处：《企业经济》2016年第7期29-34,共6页Enterprise Economy

基　　金：国家自然科学基金项目"高技术企业自主创新的风险传递;公众风险认知和创新投资关系研究"(项目编号:71372181)

摘　　要：以天猫、京东品牌运动鞋购买者为调查对象,结合从众理论、归因理论和社会认同理论,运用SPSS19.0和Amos17.0软件,考察了在线负面评论与网络购买意愿的关系,提出用消费者品牌认同调节变量来解释两者的差异性。研究发现:在线负面评论数量、内容质量、评论者资信度以及评论强度对网络购买行为有显著的负向影响;消费者品牌认同在负面评论和网络购买意愿之间的关系中有显著的调节效应,并且对不同维度的负面评论和购买意愿之间的调节效应也显著不同。据此,对B2C商家营销提出相应建议:控制好负面评论,加大网站品牌推广,增强顾客对其网站的品牌认同,以促进消费者的网络购买行为。This paper took T-mall, Jingdong brand sports shoes consumers as investigation objects, combine the conformity theory, attribution theory and social identity theory, used SPSS19.0 and Amos17.0 software to study the correlation between negative online reviews and network purchase intention, and explained the difference of negative online reviews effecting people＇s buying intention with the brand recognition as a moderated variable. The results indicated that the number, the content quality, the credit worthiness and the strength of the negative online reviews had significantly negative influences on consumer purchase behaviors, consumers brand recognition had a significant moderated effect on the relationship between the negative online review and network purchase intention. According to these characteristics, this paper put forward some suggestions for B2C enterprises by controlling the negative comments, increasing website brand promotion and enhancing customer brand recognition so as to promote consumer purchase behaviors.

关 键 词：在线负面评论 品牌认同 网络购买意愿 

分 类 号：F592.7[经济管理—旅游管理]