网络负面口碑、个人品牌联结与消费者积极购买意愿  

Negative Word-of-Mouth, Self-Brand Connection and Consumers’ Positive Purchasing Intentions

作　　者：张洁梅 ZHANG Jie-mei(School of Business,Henan University,Kaifeng,Henan,475004,China)

机构地区：[1]河南大学商学院

出　　处：《经济管理》2019年第6期124-139,共16页Business and Management Journal ( BMJ )

基　　金：国家社会科学基金项目“社会化媒体下虚拟社区消费者知识分享机理及营销策略研究”(18BGL118);河南省高校科技创新团队“在线社区消费者知识分享机理研究”(18IRTSTHN018);河南大学哲学社会科学创新团队培育计划“社会化媒体下虚拟社区消费者行为研究”(2019CXTD008)

摘　　要：网络负面口碑在特定情景下对消费者购买意愿会产生积极影响,本文依据自我控制理论、态度承诺理论和判断更新理论,借助心理学实验方法,探究网络负面口碑对消费者购买意愿的影响机制,以及个人品牌联结在其中的调节作用,通过将变量操纵的组间实验来检验本文提出的各项假设。研究发现:对于个人品牌联结程度较高的消费者而言,网络负面口碑强度具有增强品牌购买意愿的反直觉效果;相较于负面口碑的数量,负面口碑强度更容易让消费者产生自我威胁的感觉;自我威胁的程度越高,启动防御机制的可能性越大;“相反的观点”和“源头克减”的防御方式对消费者的购买意愿有着正向的影响,“支持性论据”的防御方式会削减消费者的购买意愿。据此,本文构建了网络负面口碑的反常识效应模型,认为网络负面口碑的存在并不一定降低消费者的购买意愿,甚至可能会提高消费者的购买意愿。对于企业来说,可以通过增强企业品牌与消费者之间的联结,对不同级别的个人品牌联结客户群实行分类管理,降低负面口碑信息强度而不是数量,注重品牌长期管理,进而实现企业营销目标。The issue of online negative word-of-mouth of brands is gaining greater strategic importance in marketing.Free from the constraints of the real environment,consumers usually complain about their unsatisfactory purchasing experiences on various online platforms,making large quantities of negative comments on given brands and these online comments spread so rapidly that sometimes become the focus of public attention.Most enterprises runners believe that only positive word-of-mouth can bring positive marketing effects and that negative word-of-mouth can just cause negative effects.In order to acquire positive word-of-mouth,they will hire paid posters to make positive comments and remove negative ones.This is not conductive to the maintenance of the normal competitive environment of the market,and is harmful to the long-term development of the enterprises as well.Incidents in the real world,however,show that fans of brands,consumers with strong self-brand connection,do not seem so sensitive to the online negative word-of-mouth of their favored brands.They identify themselves with their brands and will initiate a self-defensive mechanism against unfavorable comments.Thus,the negative online word-of-mouth may exert positive influences on consumers with strong self-brand connection.Therefore,how to help enterprises treat negative word-of-mouth in a rational way and conduct long-term brand management has become an important research question.Recent years have seen great increase in research of online negative word-of-mouth,which,however,are mainly centered on the negative effects rather than the positive ones.In view of this,this paper turns to the positive influences of online negative word-of-mouth on consumers purchasing intentions.Based on the self-control theory,the attitudinal commitment theory and the judgement updating theory,and through psychological experimental methods,the paper investigates into the influencing mechanism of online negative word-of-mouth of brands on consumers purchasing intentions and the med

关 键 词：网络负面口碑 积极购买意愿 个人品牌联结 自我威胁 防御机制 

分 类 号：F270[经济管理—企业管理]