决策神经科学视角下负面口碑再传播评估决策机理研究

A Study?of the Mechanism for Evaluation and Decision of Negative Word-of-Mouth Re-Diffusion: from the Perspective of Decision Neuroscience Theory

借鉴整合决策神经科学相关理论及研究成果,提出了负面口碑再传播评估决策过程的"六阶段"划分并构建机理模型。实证结果表明:负面口碑再传播评估决策应存在对口碑信息的自动受控处理过程;感知契合性是负面口碑再传播评估决策过程的核心环节,由相似性判断与口碑可信性判断引出,并在两者的共同作用下形成,是决定负面口碑再传播意愿的主要因素;感知契合性与先验品牌态度共同决定了接收负面口碑后的品牌态度,但接收负面口碑后的品牌态度并不会直接影响再传播意愿。

Based on the relative theories and research results in decision neuroscience, this paper proposes the division of ＂six stages＂ during the process of evaluation and decision of negative？ word-of-mouth？re-diffusion and constructs a mechanism model. The empirical findings indicate that the evaluation and decision of negative？word-of-mouth？re-diffusion should have an automaticly controlled process for the word-of-mouth information. The perception coincidence is the core link in the evalua- tion and decision process of the negative word-of-mouth re-diffusion, which is elicited by similarity judgement and credibility judgement of word-of-mouth and formed by their combined action, thus it becomes a major determinant in the re-diffusion intention of the negative word-of-mouth. Also, the perception coincidence and the prior brand attitude jointly determine the subsequent brand attitude af- ter receiving the negative word-of-mouth; however, this subsequent brand attitude would not directly affect the re-diffuse intention.