负面网络口碑特征对消费者品牌态度变化的影响——信息易获得性与诊断力理论视角

Effects of Negative Online WOM on Consumers' Brand Attitude Change——An Accessibility-Diagnosticity Theory Perspective

本文从易获得性与诊断力理论视角探索了产品涉入度和品牌熟悉度不同时,负面网络口碑对消费者品牌态度变化影响的差异。研究结果表明,面对与高涉入产品或预先态度好的熟悉品牌相关高诊断力负面网络口碑时,消费者能理性判断信息;相反地,面对低涉入产品或预先态度差的不熟悉品牌相关高诊断力负面网络口碑时,消费者易受信息影响。

An Accessibility-Diagnosticity theory is adopted to explore the impact of online WOM on attitude change when product involvement and brand familiarity are in different circumstances. The conclusion is： when consumers have high product involvement or good pre-attitude on familiar brand, they would make rational judgment on the high diagnosticity negative WOM, and have strong screening capacity on information. In contrast, when judging on low-involvement product and unfamiliar brand with negative prior attitude, the high diagnosticity negative WOM is easier to influence consumers＇ brand attitude change.