消费者负面网络口碑发布意向的实证检验——基于“90后”大学生样本的分析被引量：3

Empirical Retest of Consumers' Negative EWOM Intention——Based on Data from Post-90s College Students

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摘要个性鲜明的"90后"是最具消费潜力的一代。本文选取"90后"大学生为研究样本,检验消费者负面网络口碑发布意向模型,深入剖析负面网络口碑发布的"代特征"。研究结论显示,个人因素中社交利益动机、情境因素中网友负面口碑,中介变量中行为态度因素有重要作用。但尚忍价值观等变量对负面网络口碑发布的影响没有得到验证,而感知商家声誉对因变量的影响甚至得出相反结论。可见,"90后"网络口碑发布行为具有鲜明的时代烙印,呈现明显的代际特征。 The post-90s with distinctive characteristics are those who have the greatest consumption potential .This paper selects post-90 s college students as the research sample to retest the model of consumers negative EWOM intention , presenting an in-depth analysis of the generational features of negative EWOM .The results show that the important roles of social profit motive among individual factors ,negative EWOM from other consumers among situational factors ,and attitude among mediating variables .However , this study does not verify the impact of some variables like forbearance values on consumer＆#39;s intention to generate negative EWOM ,and even an opposite conclusion is shown concerning the influence of perceived business reputation on the dependent variable .Therefore ,this study reveals the unique features of the post-90 s＇negative EWOM behavior under the era of internet .

作者杜娟

机构地区辽宁大学外国语学院

出处《经济与管理研究》 CSSCI 北大核心 2015年第11期138-144,共7页 Research on Economics and Management

基金辽宁省教育科学"十二五"规划课题"网络环境下大学生闲暇教育接受行为实证研究"(JG14DB163)

关键词负面网络口碑 “90后”消费者商家声誉 negative EWOM post-90s business reputation

分类号 C93 [经济管理—管理学] F713.55 [经济管理—市场营销]

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