企业强迫好评情境中控制感受损对消费者好评意愿的影响

The Effect of Impaired Perceptual Control on Consumers' Willingness to Recommend in the Context of Forced Positive Evaluation

从控制感受损视角切入,探讨企业强迫好评行为对消费者好评意愿的消极影响。2个情境模拟实验结果表明,企业强迫好评行为能够通过控制感受损消极影响消费者的好评意愿,权力感对上述关系起调节作用。与低权力感的人相比,企业强迫好评行为通过控制感受损对好评意愿的影响效果在高权力感的人身上更加显著。

From the perspective of perceived control impairment,this study explores the negative impact of forced positive comments on consumers’ willingness to give good evaluations as well as the impact of compulsory favorable comments on consumers’ recommendation intention. The results of two scenario simulation experiments show that the forced praise behavior of enterprises can negatively affect the consumers’ evaluation and recommendation willingness through the lack of sense of control,and that the sense of power plays a moderating role in the above relationship. Comparing with the people with low sense of power,the negative impact of corporate forced positive feedback on the willingness to recommend is more significant among people with a high sense of power by the mediating role of perceived control impairment.