品牌危机情境下微博网络口碑的探索性研究——归因、情境、策略与口碑的“树根模型”

Exploratory Research on Internet Word -of- Mouth Communication Based on Micro Blog in Brand Crisis Situation——A Root Model on Attribution,Environment,Tactics and WOM

对6个危机品牌发布的40个沟通微博及其5510条消费者评论的内容分析发现,消费者网络口碑态度受企业品牌危机沟通策略、危机发生的背景、危机源、企业特征和消费者特征的影响。品牌的微博沟通更倾向于采取否定回应策略,而消费者对于品牌危机沟通微博多呈现负面网络口碑态度。企业、环境和消费者三个方面的各种因素对网络口碑态度的影响是不同的,根据这些因素对网络口碑的作用方向(正向或负向或二者兼有)可将这些因素分为激励因子、保健因子和关键因子。在典型的3种危机情境下,企业不同危机沟通策略对消费者网络口碑态度的影响呈现出权变的模式。

Through the content analysis on the collected 40 micro blogs distributed written by consumers, we explore which response tactics was most often used by brand c of word - of - mouth is and what factors cause such attitude denying crisis response tactic＂ ,and most consumers＇ attitude by risi 6 brands and 5510 comments s communication, what attitude We found that the brand crisis manager preferred taking ＂the that caused such attitude could be summarized in 3 aspects： of word - of - mouth is negative. We also found the factors brand, environment and consumer. Then the author divided these factors into three groups：positive factors, negative factors and critical factors based on their influence direction（ positive, negative, or both）, then generalized 3 situations through the 6 cases, and investigated how the response strategy influenced the attitude of WOM in different situations, developed a Root model to describe that .