基于归因理论的好评激励行为对消费者好评意愿的影响

Influence of Enterprises'Praise Incentive Behavior on Consumers’Favourable Comment Intention

基于归因理论,运用2×2的情境模拟实验法分析企业好评激励行为与产品或服务满意度、消费者抗拒特质的交互项对消费者好评意愿的影响。经过研究发现,当消费者对产品或服务满意时,企业的好评激励行为会提高消费者的好评意愿;而当消费者对产品或服务不满意时,企业的好评激励行为反而会降低消费者的好评意愿;而对于高抗拒特质消费者,企业的好评激励行为比没有好评激励行为带来更低的好评意愿;而对低抗拒特质的消费者,企业的好评激励行为比没有好评激励行为带来更高的好评意愿。

Based on Attribution Theory,the paper analyzes the influence of the interaction between the enterprise's praise incentive behavior,product/service satisfaction and consumer's resistance trait on consumers'favourable comment intention,using 2×2 situational experiment method.It finds the enterprise's praise incentive behavior will improve willingness to give good evaluations under satisfied condition and it will reduce consumers’favourable comment intention under dissatisfied condition.Enterprises with favorable incentives have lower consumers’favourable comment intention than those without favorable incentives for consumers with high resistance trait.Enterprises with favorable incentives have higher consumers’favourable comment intention than those without favorable incentives for consumers with low resistance trait.