电子口碑的影响边界与作用机制研究  

Study on the underlying condition and mechanism of electronic word-of-mouth

作　　者：吴水龙[1] 白莹[1] 袁永娜[2] 蒋廉雄[3] WU Shui-long BAI Ying YUAN Yong-na JIANG Lian-xiong(School of Management and Economies, Beijing Institute of Technology, Beijing 100081,China School of Public Policy and Management, University of Chinese Academy of Sciences, Beijing 100049,China School of International Business, Sun Yat-Sen University, Guangzhou 510275,China)

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]中国科学院大学公共政策与管理学院,北京100049 [3]中山大学国际商学院,广东广州510275

出　　处：《管理工程学报》2017年第2期55-63,共9页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71372017;71372152);广东省学科与专业建设专项资金资助项目(2013WYXM0002)

摘　　要：以往对于电子口碑(eWOM)产生的研究往往集中在动机领域,鲜有人涉足个体关系互依程度的影响;而对于电子口碑影响的研究也大多关注企业与消费者(audience),对于电子口碑发出者(speaker)本身的影响研究则易被忽视。本文通过三个实验探讨电子口碑意向的影响机制,并进一步了解电子口碑行为对口碑发出者品牌态度的影响。研究表明:(1)相较于负面经历,具有正面经历的消费者eWOM意向更强;(2)互依自我消费者的积极eWOM意向强于消极eWOM意向,而独立自我消费者的负面eWOM意向强于正面eWOM意向,验证了自我建构的调节作用;(3)电子口碑行为能够强化口碑发出者原有的品牌态度,验证了心理距离的中介作用。研究结论能为企业合理引导积极口碑并避免负面信息传播提供管理建议。The rapid development of Intemet and e-commerce maturity provides a more convenient communicating platform for word-of-mouth marketingactivities. An increasing number of consumers make use of this platform to express their personal opinions, share information, enjoy convenience, and obtainresources, which make electronic word-of-mouth （eWOM） increasingly prominent. Based on Individual Context Interaction Theory and Shared Reality Theory,this paper explores the underlying conditions of eWOM and the effect of eWOM behaviors on the speaker＇s brand attitude. Previous research on the antecedents of eWOM emphasizes on the areas of motivation of companies and consumers. However, there is a lack of studieson the interdependent relationship between the underlying conditions and mechanism of eWOM from the speaker. This study tries to fill the research gap. Firstly, we introduce the concepts of electronic word-of-mouth, self-construction, and psychological distance. In addition, we analyze characteristics, andthe cause and effect of eWOM. Based on Individual Context Interaction Theory and Shared Reality Theory, we construct two conceptual models. The firstmodel is the Impact Boundary model to explain how self-construal influences consumers＇ electronic word-of-mouth behaviors. The second model is amechanism model to explain how electronic word-of-mouth affects speakers＇ original brand attitudes. Secondly, we use electronic questionnaires and simulate purchase situations on TaoBao website. Three experiments are conducted to investigate theunderlying mechanism of electronic word-of-mouth intention and learn how electronic word-of-mouth behavior affects speakers＇ original brand attitude. In thefirst experiment, 82 subjects are divided into 2 groups （online shopping experience： positive vs. negative）. The results show that under the conditions of Chinesemarket, the intention of positive electronic word-of-mouth is stronger than that of the negative electronic word-of-mouth. In the second experiment, 135subjects

关 键 词：电子口碑 自我建构 心理距离 品牌态度 

分 类 号：F270[经济管理—企业管理]