An examination of negative e-WOM adoption: Brand commitment as a moderator
An examination of negative e-WOM adoption: Brand commitment as a moderator
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DOI：
10.1016/j.dss.2013.11.008
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发表时间：
2014-03-01
影响因子：
7.5
通讯作者：
Wu, Li Hsuan
中科院分区：
文献类型：
--
作者：
Chang, Hsin Hsin;Wu, Li Hsuan
这项研究结合了耶鲁大学模型和归因理论，以检查信息，来源，接收器特征和接收者对信息信誉的相互作用之间的相互作用。对接收者进行了检查，以了解负面信息是否会影响他们的看法和实际采用。这是一项实验研究，将星巴克作为研究背景。收集了502份有效的问卷。数据分析结果表明，共识和生动性都导致信息接收者形成外部属性，并认为信息可信。接收者品牌承诺对两种关系都有调节作用。此外，关于作家的外部归因与源信誉有着积极的直接关系，但与信息信誉没有。源信誉对接收者信息的信誉有积极影响，但对负面的电子狼的采用没有影响。根据结果和发现，这项研究表明，公司应构建自己的通信平台来收集负面的消费者评论。在品牌承诺方面，他们必须通过营销活动和企业社会责任政策来建立品牌承诺，以减轻负面的e-wom信息的影响。 （c）2013 Elsevier B.V.保留所有权利。
This study combines the Yale Model and Attribution Theory to examine the interaction among message, source, receiver characteristics, and receiver perceptions of information credibility. Receivers were examined as to whether negative messages would influence their perception and actual adoption. This was an experimental study that adopted Starbucks as the research context. 502 valid questionnaires were collected. The data analysis results indicated that both consensus and vividness led to information receivers forming external attributions and perceiving information as credible; receiver brand commitment had a moderating effect on both relationships. Additionally, external attributions about writers had a positive and direct relationship with source credibility but not with information credibility. Source credibility had a positive influence on receiver information credibility but not on negative e-WOM adoption. Based on the results and findings, this study suggested that companies should construct their own communication platform to collect negative consumer comments. In terms of brand commitment, they must establish brand commitment through marketing activities and corporate social responsibility policies in order to mitigate the effect of negative e-WOM messages. (C) 2013 Elsevier B.V. All rights reserved.