摘要
现有口碑对品牌态度影响方面的研究仅关注外显品牌态度,鲜关注内隐品牌态度,且缺乏对微博负面口碑的研究。本文基于态度改变的APE模型进行推理,提出了微博负面口碑对消费者内隐品牌态度的影响机理,并采用实验法验证。实验结果表明,微博负面口碑对内隐品牌态度有显著影响,可降低消费者内隐品牌态度,而且微博负面口碑类型对内隐品牌态度改变有显著影响,即感性微博负面口碑对内隐品牌态度的负面影响大于理性微博负面口碑。但是,微博负面口碑数量对消费者内隐态度改变的影响不显著。在此基础上,提出了微博内隐品牌态度相关的管理建议。
Previous study on word-of-mouth (WOM) has fully investigated how traditional WOM and online WOM influences brand attitude. Since negative WOM highly decrease brand attitude, there are also studies that clar- ify how traditional negative WOM and online negative WOM impacts brand attitude. However, these studies just con- sider the explicit brand attitude, and ignore the implicit brand attitude, which is proposed by scholars in the early 2000s. The mechanism of the change of implicit brand attitude is very different from that of explicit brand atti- tude. So the results of the previous study on explicit brand attitude cannot be extended to implicit brand atti- tude. What's more, as a new kind of social media WOM, the microblog WOM has important difference from tradition and online WOM. The characteristics of microblog WOM make the microblog negative WOM different from other kinds of WOM, and make it harder to control.
作者
杨学成
肖彦
王林旭
YANG Xue-cheng XIAO Yan WANG Lin-xu(School of Economics and Management, Bejing University of Posts and Telecommunication, Beijing, 100876, China)
出处
《经济管理》
CSSCI
北大核心
2016年第10期114-124,共11页
Business and Management Journal ( BMJ )
基金
国家自然科学基金项目"企业面向消费者的微博沟通及其对品牌态度的影响机理研究"(71202155)
中央高校基本科研业务费专项资金项目"社会化行为决策机理研究"(2014ZD02-1)
关键词
微博口碑
内隐品牌态度
负面口碑
内隐联想测验
microblog word-of-mouth
implicit brand attitude
negative word-of-mouth
implicit associationtest