摘要
为完善我国体育用品品牌在线口碑管理及构建品牌信任,依据感知风险理论以及"认知—情感—行为"的消费者学习层次模型,建立了在线负面评论对体育用品消费者品牌信任的影响机理模型,并对体育用品消费者进行问卷调查,通过对问卷数据的回归分析论证了在线负面评论数量、内容质量、情感强度对消费者品牌信任的影响,以及感知风险的中介效应。主要结论:1)在线负面评论信息特质及感知风险对消费者品牌信任的建立存在显著抑制作用;2)在线负面评论的3个信息维度中,情感强度对品牌信任的抑制作用最为突出;3)感知风险在负面评论内容质量和情感强度对品牌信任的影响路径中发挥完全中介作用,在负面评论数量对品牌信任的影响路径中发挥部分中介作用。建议:体育用品品牌在社会化网络环境中应有针对性地关注言辞激烈、情感较强的负面评论,努力降低负面评论出现的频次;当存在较多内容客观、有证据支撑的负面评论时,可以通过降低消费者感知交易不确定性和感知交易后果严重性,实现对在线负面评论的间接管理。
To improve the online word-of-mouth management and marketing system construction of sports goods brand in China,this paper establishes the influence mechanism model of online negative reviews on sports goods brand’s consumer trust based on perceived risk theory and the standard learning hierarchy of“cognition-emotion-behavior”.And by conducting questionnaire survey on sports goods consumers,through regression analysis this paper demonstrates the impact of the number of online negative comments,content quality and emotional intensity on consumers’brand trust,as well as the mediating effect of perceived risk.The main conclusions are as follows:1)The information characteristics and perceived risks of online negative comments have significant inhibitory effect on the establishment of consumer brand trust;2)Among the three information dimensions of online negative reviews,emotional intensity has the most prominent inhibitory effect on brand trust;3)Perceived risk plays a full mediating role in the influence path of content quality and emotional strength of negative reviews on brand trust,and plays a partial mediating role in the influence path of quantity of negative reviews on brand trust.Suggestions:In the social network environment,sports goods brands should pay attention to the negative reviews with strong emotion and intense self-expression,and strive to reduce the frequency of negative reviews;When there are more objective and evidence-based negative reviews,the indirect management of online negative reviews can be realized by reducing consumers’perception of transaction uncertainty and severity of transaction consequences.
作者
王晓辉
张明睿
WANG Xiaohui;ZHANG Mingrui(Sun Wah International Business School,Liaoning University,Shenyang 110031,Liaoning,China)
出处
《沈阳体育学院学报》
CSSCI
北大核心
2021年第4期101-108,126,共9页
Journal of Shenyang Sport University
基金
2020年辽宁省社会科学规划基金重点项目(L20AJY005)。
关键词
在线负面评论
体育用品品牌
品牌信任
感知风险
中介效应
online negative reviews
sports goods brand
consumer brand trust
perceived risk
mediating effect
