网络负面口碑对消费者冲动性购买意愿的影响——负面情绪的中介作用

The Influence of Negative Online Word-of-Mouth on Consumers’ Impulsive Purchasing Intentions:The Mediating Effect of Negative Emotions

通过文献回顾发现,网络负面口碑会对消费者冲动性购买意愿产生积极和消极两种不同的影响,为了解释其内在机理和边界条件,本文借助心理学实验方法,探究网络负面口碑对消费者冲动性购买意愿的影响机制以及个人品牌联结与冲动性购买特质在其中的调节作用。本文构建了网络负面口碑对冲动性购买意愿的双路径模型,通过操纵变量的组间实验来检验本研究提出的各项假设。研究表明:高强度负面情绪与冲动性购买意愿正相关,低强度负面情绪与冲动性购买意愿负相关,冲动性购买特质只调节了高强度负面情绪对冲动性购买意愿的影响。当高个人品牌联结的消费者接收到负面口碑时,其信息与原有认知发生冲突,出于"护犊子"的心理,负面口碑越强,高强度负面情绪也就越强,并随之激发其冲动性购买意愿;当低个人品牌联结的消费者接收到该品牌的负面口碑时,消费者根据现有的信息做出反应,负面口碑越强,低强度负面情绪也就越强,并会抑制其冲动性购买意愿。企业可以通过增强企业品牌与消费者之间的关系、根据个人品牌联结的高低采取不同的网络负面口碑管理对策和有效管理消费者的负面情绪等措施来实现对网络消费者的高效管理。

Research suggests that negative online word-of-mouth( negative O-WOM) has positive and negative effects on consumers’ impulsive purchasing intentions. This paper intends to explain the internal mechanism and boundary conditions of negative OWOM,and explore,with psychological experiments,its influence mechanism on consumers’ impulsive purchasing intentions as well as the mediating effects of personal brand connection and impulsive purchasing characteristics. In this paper,a two-path model of negative O-WOM affecting impulsive purchasing intentions is constructed to test the proposed hypotheses through experiments of between-groups variables. The paper finds out that high-intensity negative emotions are positively correlated with impulsive purchasing intentions,while low-intensity negative emotions are negatively correlated with impulsive purchasing intentions,and that impulsive purchasing characteristics merely mediate the impact of high-intensity negative emotions on impulsive purchasing intentions. When consumers with a strong-degree personal brand connection receive negative O-WOM,which conflicts with their original cognition,they will have high-intensity negative emotions and the emotions will be reinforced as negative O-WOM increases. Accordingly,consumers’ impulsive purchasing intentions are aroused owing to the psychology of"being protective of one’s own child( here as brand) ". When consumers with weak-degree personal brand connection receive negative O-WOM,they will respond to the existing information. The more the negative O-WOM is,the stronger the low-intensity negative emotions will be,and their impulse purchasing intentions will be inhibited. It is suggested that enterprises achieve effective management of online consumers through enhancement of the relationship between their brands and consumers,different countermeasures to negative O-WOM management based on the degrees of personal brand connection,and effective management of consumers’ negative emotions.