网络负面口碑对旅游目的地形象的影响实证研究

Empirical Study on the Influence of Negative Electronic Word-of-Mouth on the Image of Tourism Destinations

基于信息性影响和风险感知理论,设计2(网络负面口碑类型:客观属性型、主观情感型)×2(目的地品牌熟悉度:高、低)情景模拟实验,探讨了网络负面口碑的类型对目的地形象的影响关系,并考虑解释目的地品牌熟悉度在上述关系中的调节效应。研究结果表明:相对于主观型网络负面口碑,客观型网络负面口碑对游客感知风险和目的地形象的影响更大。同时,网络负面口碑还会通过感知风险这一中介变量对目的地形象产生间接影响。主观型网络负面口碑情境下,目的地品牌熟悉度低的游客对目的地形象的评价更差。

Electronic word-of-mouth(eWOM),as an important source of information,plays an important role in the image of tourism destinations.Many scholars believe that negative electronic word-of-mouth(N-eWOM)is more influential than positive electronic word-of-mouth(P-eWOM).Based on the informational influence and risk perception theory,a2(two N-eWOM types:objective attribute and subjective emotion)×2(two degrees of destination brand familiarity:high and low)scenario simulation experiment has been designed in this paper.The author also discusses the influences of different types of N-eWOM on the destination image and explains the regulatory effects of destination brand familiarity on the influences mentioned above.The research results indicate that compared with the subjective N-eWOM,the objective N-eWOM has greater impacts on tourists'perceived risk and on the destination image.At the same time,N-eWOM also has an indirect effect on the destination image through an intervening variable-perceived risk.In the context of subjective N-eWOM,tourists with low degree of destination brand familiarity have worse evaluation on the destination image.