在线用户评论特征对消费者品牌忠诚的影响研究

The Effect of Online Users' Comments on Consumer's Brand Loyalty

作为一种在线口碑,在线用户评论成为影响消费者购买决策和行为的重要信息来源,但能否在更深层次上影响消费者对品牌的态度,学术界尚无相关的研究。通过对已有研究进行质性的分析,得出在线用户评论的四大特征及其对消费者态度性品牌忠诚的影响效应,发现在线用户评论的数量特征对消费者的品牌感知有正向影响,评论质量特征对消费者品牌认知有正向影响,由此影响消费者认知性态度忠诚;其次,评论质量特征对顾客价值有正向影响,评论效价特征对顾客满意有负向影响,评论可信度特征对顾客信任有正向影响,由此影响消费者情感性态度忠诚。最后讨论了研究结论对于品牌战略的意义和建议。

As a kind of online word-of-mouth,online user review is an important information source affecting consumers＇ purchase decision and behavior,but whether it can affect consumers＇ attitude loyalty at a deeper level is rarely touched upon by the current research.This study focuses on four characteristics of online user review and their effects on consumers＇ brand loyalty,attitude loyalty in particular,by qualitative analysis.The findings indicate that the volume of online user review affects consumers＇ brand awareness positively and the quality of online user review affects consumers＇ brand cognition positively,hence both having positive impact on the formation of consumers＇ cognitive attitude loyalty;moreover,the quality of online user reviews affects consumers＇ perceived value positively,the valence of online user review affects consumer satisfaction negatively and the credibility of online user review affects consumer trust positively,hence all affecting the formation of consumers＇ affective attitude loyalty.In the end,implications of findings and suggestions to enterprises＇ brand strategy are discussed and proposed.