口碑类型,传播形态与网络负面口碑可信度——以3G手机为例

WOM Type,Communication Mode and Perceived Credibility of Online Negative Word-of-Mouth——Take 3G Phone as an Example

文章以以3G手机为例,研究发现,口碑类型与传播形态成为影响感知可信度的两个要素:理性负面口碑更被消费者认为可信,个人主控型网络媒介中的负面口碑更被消费者认为可信,二者之间还存在着显著的交互效应,表明在个人主控型网络媒介中被传播的理性负面口碑被认为最可信,而中心主控型网络媒介中被传播的感性负面口碑被认为最不可信。

For high-tech products, Online Negative Word-of-Mouth （ONWOM） broadcasts faster and wider when compared with the traditional face-to-face （FTF） way, which makes perceived credibility an important factor to influence consumers＇ brand attitude. This paper found out that, WOM type and communication mode are the two key factors to influence perceived credibility. Specifically, rational ONWOM is more believable than emotional one; ONWOM broadcasted in individual-controlled online media is more believable than center-controlled one. Significant interaction effect is also distinct, which means that rational ONWOM broadcasted in individual-controlled online media has the highest perceived credibility, while emotional ONWOM broadcasted in center-controlled online media reached the lowest level.