负面网络消费者评论及商家回复对潜在消费者的影响

Influence of Negative Reviews from Online Consumers and Merchant Replies upon Potential Consumers

中文关键词:  负面网络消费者评论  商家回复  品牌归因  传播者归因  反应时

英文关键词:negative review from online consumer  merchant reply  brand attribution  communicator attribution  reaction time

中文摘要:

      品牌归因与传播者归因对消费者购买意愿产生不同的影响。网络购物过程中高质量的负面消费者评论能够使潜在消费者产生较高水平的品牌归因,从而降低消费者的购买意愿。而商家针对高质量负面网络消费者评论的有效回复,可以取代负面评论而成为主导信息,降低消费者的品牌归因水平,进而提升购买意愿。 网络消费者差评和商家回复同时存在时,针对一致性维度和区别性维度都可以使回复信息更加受到消费者的重视,从而作为潜在消费者信息处理过程的主导信息。 同时,消费者的品牌归因水平还受到个人涉入度的影响。

英文摘要:

      Brand attribution and communicator attribution can make different effects on consumers' purchase intention. High-quality negative reviews from online shopping consumers can make potential consumers produce high level of brand attribution, which reduces potential consumers' purchase intention. While merchants' efficient replies to high-quality negative reviews from online consumers can replace consumers' negative reviews and become the leading information, which can reduce consumers' brand attribution level and further increase consumers' purchase intention. When negative comments from online consumers and merchant's replies exist simultaneously, the reply information can get more attention from customers according to consistency dimension and distinctiveness dimension, which can become the leading messages in potential consumers' information processing. Meanwhile, the level of consumers' brand attribution can be influenced by ego-involvement. 