负面口碑的企业应答行为对品牌社群关系的影响研究

Study on the Influence of Corporate Response to Negative WOM on Brand Community Relationship

以汽车品牌社群为例,运用情境模拟实验法实证研究负面口碑的企业应答行为对品牌社群关系的影响效应。研究结果表明:不同类型的企业应答行为对品牌社群关系的三个维度的影响均有显著差异。其中,企业有应答比无应答对品牌社群关系的影响更大;在企业有应答的两种行为中,解释+纠正比解释对品牌社群关系的影响更大。因此,应减少品牌社群内负面口碑的传播并对负面口碑及时给予应答。

Taking the automobile brand community as an example, this paper empirically studies the effect of corporate response to Negative WOM （word of mouth） on brand community relationship by using situational simulation experimentation. The results show that different types of corporate response behavior have different influences on brand community＇s satisfaction, trust and acceptance for the brand respectively, the three factors which are crucial to the quality of brand community relationship. All in all, the corporations＇ response behavior has greater influence on the brand community relationship than the non-response behavior, while in the response behavior, explanation plus correction has greater influence on the brand community relationship than only explanation. Therefore, the author thinks that corporations should reduce the spread of negative WOM （word of mouth） within the brand community and respond timely to any negative WOM.