CAJ | 학술논문

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。
품패귀인여전파자귀인대소비자구매의원산생불동적영향。망락구물과정중고질량적부면소비자평론능구사잠재소비자산생교고수평적품패귀인，종이강저소비자적구매의원。이상가침대고질량부면망락소비자평론적유효회복，가이취대부면평론이성위주도신식，강저소비자적품패귀인수평，진이제승구매의원。망락소비자차평화상가회복동시존재시，침대일치성유도화구별성유도도가이사회복신식경가수도소비자적중시，종이작위잠재소비자신식처리과정적주도신식。동시，소비자적품패귀인수평환수도개인섭입도적영향。
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 attribu- tion, 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 di- mension and distinctiveness dimension, which can become the ｜eading messages in potential consumers＇ information processing. Meanwhile, the level of consumers＇ brand attribution can be influenced by ego-involvement.