负面口碑对互联网消费决策的影响机理研究

Influence Mechanism of Negative EWOM on Customer Purchasing Decision

网络口碑是在线消费过程中影响消费者决策的重要因素。与正面网络口碑相比,负面网络口碑对消费者具有更为强大的影响力。为探究负面网络口碑对消费决策的影响机理,可整合双处理理论和精细加工可能性模型,研究不同数量、质量、类型的负面网络口碑对消费者决策呈现不同影响效果的内在机理。实证研究结果表明,负面口碑的类型显著影响消费者的感知信息性,负面口碑的占比显著影响感知流行性,且上述两个因素对高摄入度消费者的影响高于低摄入度消费者。感知信息性和感知流行性均会对消费者的购买决策产生积极影响,而前者的影响更大。

EWOM （ Electronic Word of Mouth） is one of the most significant influence factors during the process of online purchasing decision. The negative EWOM is more powerful than positive EWOM. To explore the influ- ence mechanism of negative EWOM on customer purchasing decision, this paper integrates Dual Processing Theory and Elaborating Likelihood Model to reveal different quantity, different quality and different types of negative EWOM lead to different customer purchasing decision. The empirical research results show that the type of negative EWOM has significant effect on perceived information,the proportion of negative EWOM has significant effect on perceived popularity. These two factors have more influence on high involvement customers than on low involvement customers. Both perceived information and perceived popularity has significant effect on customer purchasing decision, but perceived information has more influence on customer purchasing decision than perceived popularity.