略胜一筹抑或相形见绌?比较型口碑对消费者多样化寻求的影响  

Is It Slightly Better or Deficient in Comparison?The Effect of Comparative Word of Mouth on Consumers’Variety Seeking

作　　者：张德鹏[1] 马嘉昕 陈春峰[1] 李仲香 Zhang Depeng;Ma Jiaxin;Chen Chunfeng;Li Zhongxiang(School of Management,Guangdong University of Technology)

机构地区：[1]广东工业大学管理学院

出　　处：《南开管理评论》2024年第9期197-208,共12页Nankai Business Review

基　　金：国家自然科学基金项目(72472034);广东省哲学社会科学规划项目(GD24CGL22);广东省基础与应用基础研究基金项目(2023A1515110846)资助。

摘　　要：口碑一直是消费者选购的重要参考依据,当口碑信息中含有比较性的观点,更容易影响顾客的选择态度。本文基于双过程信息加工理论,探讨比较型口碑(焦点产品占优型vs.竞争产品占优型)对顾客多样化寻求意愿的影响及影响机制,并讨论焦点品牌企业采取何种反馈方式能更有效抑制顾客的多样化寻求意愿,挽留潜在的顾客。研究发现:(1)比较型口碑易引起顾客的多样化寻求行为,且竞争产品占优型口碑比焦点产品占优型口碑更容易引起顾客的多样化寻求行为。(2)竞争产品的替代吸引力和顾客对焦点产品的判断信心共同中介比较型口碑与多样化寻求意愿的关系。(3)品牌企业采用的反馈方式(垂直差异vs.水平差异)调节了比较型口碑与替代吸引力、判断信心的关系。研究结论延伸了口碑影响效应的理论研究,还为企业在口碑营销方向提供了新的管理思路。Consumers often encounter comparative word of mouth(WOM)when shopping,such as when consumers initially interested in the Media air conditioning suddenly saw or heard the WOM,‘Gere air conditioning is more energy efficient than the Media,it is more worth-while to buy’.In the face of this WOM,consumers,out of the novelty of competing products,may delay the purchase or even give up the pur-chase of the focus product and turn to buy competing products,that is,a different degree of diversification of the search for behavior.Compara-tive WOM can be seen to cause distress to the focal brand,especially in many online situations such as livestreaming and public announcements,which not only generate exposure to the competing product but may also be unfavorable to the evaluation of the focal product,thus shaking the choice of the consumer.In order to reduce the above troubles,focus brands need to understand the psychological changes that create variety seeking in the face of the WOM in order to better retain potential con-sumers.Therefore,it is worth exploring how comparative WOM affects consumers'choices and how focal brand companies should respond to it.In this study,we investigate the effects of two types of comparative WOM(focus product dominance versus competitive product domi-nance)on consumers`variety seeking willingness and explore the mod-erating effects of the brand's feedback way.A short interview with 25 MBA members revealed that consumers have diverse seeking behaviors in the face of comparative word-of-mouth and that judgmental confidence and alternative attractiveness are the main psychological influ-ences.Study 2 found by researching 128 consumer choice experiments in food service situations:the alternative attractiveness of competing products positively affects variety seeking willingness,and consumers’confidence in judgement of the focal product negatively affects variety seeking willingness,and the two variables jointly mediate the influence process.Study 3 re-tested these effects through online and

关 键 词：比较型口碑 多样化寻求 双过程信息加工理论 垂直差异 水平差异 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]