出版科学
齣版科學
출판과학
2015年
3期
70~73
,共null页
网络 负面口碑 主观口碑 双面信息 发送者身份
網絡 負麵口碑 主觀口碑 雙麵信息 髮送者身份
망락 부면구비 주관구비 쌍면신식 발송자신빈
Internet eWOM Subjective WOM Two-sided message Identity of WOM sender
负面口碑是网络营销中需要面对的一个重要问题。文章从双面信息的视角,研究网络负面口碑的主客观类型和口碑发送者的身份信息对消费者态度的影响。以在校大学生为被试,以职场类图书为实验产品设计了因子实验。结果显示:适量的负面口碑能够提高网络口碑的可信度,主观口碑能够降低负面口碑在产品评价上的消极作用,增加口碑发送者的身份信息能够提高双面口碑可信度和产品评价。
負麵口碑是網絡營銷中需要麵對的一箇重要問題。文章從雙麵信息的視角,研究網絡負麵口碑的主客觀類型和口碑髮送者的身份信息對消費者態度的影響。以在校大學生為被試,以職場類圖書為實驗產品設計瞭因子實驗。結果顯示:適量的負麵口碑能夠提高網絡口碑的可信度,主觀口碑能夠降低負麵口碑在產品評價上的消極作用,增加口碑髮送者的身份信息能夠提高雙麵口碑可信度和產品評價。
부면구비시망락영소중수요면대적일개중요문제。문장종쌍면신식적시각,연구망락부면구비적주객관류형화구비발송자적신빈신식대소비자태도적영향。이재교대학생위피시,이직장류도서위실험산품설계료인자실험。결과현시:괄량적부면구비능구제고망락구비적가신도,주관구비능구강저부면구비재산품평개상적소겁작용,증가구비발송자적신빈신식능구제고쌍면구비가신도화산품평개。
Negative words of mouth is an important problem to face in internet marketing. This study will determine the impacts of the type of negative words of mouth and the identity and the reputation of the sender on consumer attitudes from the perspective of two-sided message. A factor experiment about eWOM is designed with college students as subjects and (1 career book as experimental products. Results showed that the amount of negative words of mouth can enhance the credibility of eWOM, subjective reviews can reduce the negative effect of negative reviews on product evaluation, and the identity of reviews' sender con enhance the credibility and product evaluation of two-sided eWOM.