CAJ | 학술논문

本文从易获得性与诊断力理论视角探索了产品涉入度和品牌熟悉度不同时，负面网络口碑对消费者品牌态度变化影响的差异。研究结果表明，面对与高涉入产品或预先态度好的熟悉品牌相关高诊断力负面网络口碑时，消费者能理性判断信息；相反地，面对低涉入产品或预先态度差的不熟悉品牌相关高诊断力负面网络口碑时，消费者易受信息影响。
본문종역획득성여진단력이론시각탐색료산품섭입도화품패숙실도불동시，부면망락구비대소비자품패태도변화영향적차이。연구결과표명，면대여고섭입산품혹예선태도호적숙실품패상관고진단력부면망락구비시，소비자능이성판단신식；상반지，면대저섭입산품혹예선태도차적불숙실품패상관고진단력부면망락구비시，소비자역수신식영향。
An Accessibility-Diagnosticity theory is adopted to explore the impact of online WOM on attitude change when product involvement and brand familiarity are in different circumstances. The conclusion is： when consumers have high product involvement or good pre-attitude on familiar brand, they would make rational judgment on the high diagnosticity negative WOM, and have strong screening capacity on information. In contrast, when judging on low-involvement product and unfamiliar brand with negative prior attitude, the high diagnosticity negative WOM is easier to influence consumers＇ brand attitude change.