北京工商大学学报
(
社会科学版
)摇 摇 摇 摇 2015
年
摇
第
1
期
其他的宏观因素
(
如好评差评比率等
)
会对潜在
消费者的品牌归因和信息处理过程造成影响
,
后
续的研究可以围绕此方向进行
。
除此之外
,
负面
网络消费者评论的内容并不是只涉及对产品的评
价
,
还有物流和客户服务等内容
,
本文仅对产品类
的负面网络消费者评论的回复策略进行了研究
,
尽管我们前期的调查初步认为物流类的差评并不
适合解释回复
,
但是对于特殊产品
(
如冷物链产
品
)
的物流类差评的解释回复也许会产生不同的
效果
,
后续的研究可以针对这些方面展开
。
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