基于动机视角的消费者负面EWOM传播意愿影响因素研究  

Research on the influencing factors of consumers’negative EWOM communication intention on the perspective of motivation

作　　者：莫燕[1] 翟倩男 MO Yan;ZHAI Qian-nan(School of Economics and Management,Zhejiang Sci-Tech University,Hangzhou 310033,China)

机构地区：[1]浙江理工大学经济管理学院,浙江杭州310033

出　　处：《科技与管理》2020年第1期100-106,共7页Science-Technology and Management

基　　金：浙江省自然科学基金青年基金项目(LQ17G010004);浙江省自然科学基金项目(Y18G020073)。

摘　　要：本文结合当前所处的网络环境,从情绪性动机、认知性动机、社会性动机确定消费者传播负面EWOM意愿的影响因素,引入态度的情感成分和认知成分,丰富并完善消费者传播负面EWOM意愿影响因素的模型。研究表明:发泄不满、利他主义、联系强度、社会归属感的动机越强,消费者传播负面EWOM的意愿越强,并正向影响消费者的情感态度和认知态度。其中,形象建立只和认知态度正相关;消费者态度中的不同成分还和传播负面EWOM的意愿正向相关,在发泄不满、利他主义、联系强度、社会归属感对消费者传播负面EWOM的影响中,其中介作用也得到了验证。In combination with the current network environment,this paper determines the influencing factors of consumers’negative EWOM intention,about emotional motivation,cognitive motivation and social motivation.The introduces the emotional of component and cognitive component of attitude,to enriches and improves the model of influencing factors of consumers'negative EWOM intention.According to the research,the stronger the motivation of venting dissatisfaction,altruism,contact strength and social belonging,the stronger the willingness of consumers to spread negative EWOM,which has positive influence on consumers'emotional attitude and cognitive attitude.What’s more,image building is only positively correlated with cognitive attitude.Different components of consumer attitudes were also positively correlated with the willingness to transmit negative EWOM,and their mediating effects on the negative EWOM were also verified in the effects of venting dissatisfaction,altruism,connection strength,and social belonging.

关 键 词：口碑 负面EWOM 传播意愿 动机 

分 类 号：F272.3[经济管理—企业管理]