幽默负面评论、商家回复与消费者对商家的态度  

Humorous Negative Reviews, E-retailers' Responses and Consumers' Attitudes toward E-retailers

作　　者：武瑞娟[1] 刘京京 张志帅 Wu Rujuan;Liu Jinging;Zhang Zhishuai(School of Management,Tianjin University of Technology)

机构地区：[1]天津理工大学管理学院

出　　处：《营销科学学报》2023年第3期102-120,共19页Journal of Marketing Science

基　　金：国家社会科学基金后期资助项目(22FGLB099)的支持。

摘　　要：本文想要探讨幽默和不幽默负面评论如何影响消费者对商家的态度,以及此影响效应的内涵机制与边界条件。3个行为学实验结果表明,与不幽默负面评论相比,幽默负面评论会使消费者对商家的态度较好;消费者情感反应会中介幽默负面评论对消费者对商家的态度的影响,消费者认知反应会中介不幽默负面评论对消费者对商家的态度的影响。研究一发现商家回复速度会调节负面评论对消费者对商家的态度的影响效应。研究二发现商家是否解释问题会调节负面评论对消费者对商家的态度的影响效应。研究三结果表明商家补偿金额会调节负面评论对消费者对商家的态度的影响效应。In the present paper,we seek to explore the effect of negative reviews(humorous vs.non-humorous)on consumers'attitudes toward e-retailers and the mechanism and boundary conditions behind the effect.Results of three laboratory experiments showed that compared with non-humorous negative reviews,humorous negative reviews significantly enhanced consumers'attitudes toward e-retailers.In the relationship between humorous negative reviews and consumers'attitudes toward e-retailers,consumers'affective responses played the mediating role.In the relationship between non-humorous negative reviews and consumers'attitudes toward e-retailers,consumers'cognitive responses played the mediating role.Results of Study 1 showed that the response speed significantly moderated the effect of negative reviews on consumers'attitudes.Results of Study 2 showed that the moderating effect of whether e-retailers explained the cause of the problem(yes vs.no)in the relationship between negative reviews and consumers'attitudes toward e-retailers was significant.Results of Study 3 showed that compensation money significantly moderated the effect of negative reviews on consumers'attitudes.

关 键 词：幽默负面评论 消费者对商家的态度 消费者情感反应 消费者认知反应 商家回复 

分 类 号：F724.6[经济管理—产业经济] F274