负面在线评论对消费者品牌态度形成的影响研究——产品类型和品牌熟悉度的调节作用

The Impact of Negative Online Reviews on Consumer Brand Attitude——The Moderating Role of Product Type and Brand Familiarity

文章通过情景模拟实验检验了负面在线评论对消费者品牌态度的影响作用及产品类型和品牌熟悉度对该影响的调节作用。研究结果表明:高质量负面评论对消费者品牌态度的负向影响显著大于低质量负面评论,其中对品牌认知和行为意愿的影响具有显著性差异、对品牌情感的影响没有显著性差异;与搜索型产品相比,高质量负面评论对体验型产品的消费者品牌态度的负向影响显著大于低质量负面评论;与熟悉品牌相比,高质量负面评论对非熟悉品牌的消费者品牌态度的负向影响显著大于低质量负面评论。最后根据研究结果提出了负面在线评论的管理策略。

This paper examines the impact of negative online reviews on consumer brand attitude, and the moderating role of product type and brand familiarity on the impact. The results show that high quality nega- tive comments significantly have more negative effects on consumer brand attitude. And they have different impact on brand awareness and behavior intention with no significant difference effect on brand emotion. And compared with search products, high quality negative comments significantly have more negative effects on consumer brand attitude in experience products. Compared with familiar brand, high quality negative com- ments on non familiar brand significantly have more negative effects on consumer brand attitude. According to the research results, the management strategies of negative online reviews are put forward.