不满意消费者的网络负面口碑机制研究被引量：16

Study on the Dissatisfied Consumers' Online Negative Word-of-mouth Communication

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摘要已有研究指出负面口碑对企业绩效有显著的副作用,此负面影响在互联网上会被进一步放大,因为网络的匿名性和广泛性是不满意的消费者进行负面口碑传播的温床。因此,研究网络环境下驱动消费者传播负面口碑的因素尤为重要。在对网络环境下负面口碑传播机制研究中,准实验调查发现,心理收益是导致不满意消费者的负面口碑传播意愿的主要影响因素,而心理成本的影响作用不显著。 Extant research found that negative word-of-mouth（NWOM）affect firm performance negatively.Moreover,the anonymity and popularity of online communication boost that negative consequence.Thus,it needs to study the mechanism of online NWOM.The paper finds that while perceived psychic benefit influences the intention engaging in NWOM by dissatisfied customer,the effect of perceived psychic cost isn＇t significant.

作者黄敏学冯小亮王峰蔡融

机构地区武汉大学经济与管理学院

出处《武汉大学学报（哲学社会科学版）》 CSSCI 北大核心 2010年第3期440-445,共6页 Wuhan University Journal：Philosophy & Social Science

基金国家自然科学基金项目(70672067) (70972091)

关键词负面口碑抱怨心理成本心理收益 negative word-of-mouth complaint behavior psychic cost psychic benefit

分类号 F713.50 [经济管理—市场营销]

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