参照群体对正面口碑效果的调节作用  

作　　者：涂荣庭[1] 葛景瑶 冯文婷 

机构地区：[1]深圳大学管理学院 [2]深圳大学管理学院理论经济学博士后流动站

出　　处：《企业经济》2018年第10期127-133,共7页Enterprise Economy

基　　金：国家自然科学基金项目"自媒体平台中消费者传播负面舆论的动机与情绪;品牌负面刻板印象的动态变化和企业应对策略的研究"(项目编号:71772129);国家自然科学基金项目"广告中的网络语言对广告效果的影响机制:基于语码转换理论的研究"(项目编号:71572116);第63批中国博士后科学基金项目"社会化媒体中品牌妒忌的形成机制和影响研究"(项目编号:2018M633139)

摘　　要：学术界和业界大多认为正面口碑能产生正面营销效果。然而,营销实践案例发现,当目标消费者对口碑发布者的社会认同感较低时,正面口碑可能会产生负面效果。文章结合社会认同理论,分析了该现象背后可能的心理机制,同时提出参照群体会对正面口碑产生不同的调节效应,并设计了实证模型对其进行检验。文章弥补了现有理论的不足,并为企业提出了相关建议:企业应该了解正面口碑可能因参照群体而产生负面效果及其背后的心理机制;企业可以通过大数据进行个性化的口碑营销和系统化管理口碑的方式来避免正面口碑产生负面效果;同时,企业还可以基于网络社区进行社会化营销,利用网络社区中的社会认同感提升网络营销的效果。Academic circles and the industry mostly think positive word-of-mouth(WOM)can produce positive marketing effect.However,marketing practice shows that positive word-of-mouth(WOM)may have negative effects when the target consumers have a low social identity to the publisher of word of mouth.Based on the theory of social identity,this paper analyzes the possible psychological mechanism behind this phenomenon,and points out that the reference group will have different effects on positive word of mouth,and designs an empirical model to test it.The paper makes up for the deficiency of the existing theories,and puts forward some relevant suggestions for the enterprises that enterprises should understand the negative effects of the positive word of mouth and the psychological mechanism behind it because of the reference group;enterprises could avoid the negative effects of positive word of mouth by means of individualized word-of-mouth marketing and systematic management of word-of-mouth by big data;and at the same time,enterprises could also carry out social marketing based on the network community and use the social identity in the network community to promote the effect of network marketing.

关 键 词：正面口碑 渴望群体 规避群体 产品评价 购买意愿 

分 类 号：F49[经济管理—产业经济]