网络负面口碑、个人品牌联结与消费者积极购买意愿
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摘要
网络负面口碑在特定情景下对消费者购买意愿会产生积极影响,本文依据自我控制理论、态度承诺理论和判断更新理论,借助心理学实验方法,探究网络负面口碑对消费者购买意愿的影响机制,以及个人品牌联结在其中的调节作用,通过将变量操纵的组间实验来检验本文提出的各项假设。研究发现:对于个人品牌联结程度较高的消费者而言,网络负面口碑强度具有增强品牌购买意愿的反直觉效果;相较于负面口碑的数量,负面口碑强度更容易让消费者产生自我威胁的感觉;自我威胁的程度越高,启动防御机制的可能性越大;"相反的观点"和"源头克减"的防御方式对消费者的购买意愿有着正向的影响,"支持性论据"的防御方式会削减消费者的购买意愿。据此,本文构建了网络负面口碑的反常识效应模型,认为网络负面口碑的存在并不一定降低消费者的购买意愿,甚至可能会提高消费者的购买意愿。对于企业来说,可以通过增强企业品牌与消费者之间的联结,对不同级别的个人品牌联结客户群实行分类管理,降低负面口碑信息强度而不是数量,注重品牌长期管理,进而实现企业营销目标。
The issue of online negative word-of-mouth of brands is gaining greater strategic importance in marketing. Free from the constraints of the real environment, consumers usually complain about their unsatisfactory purchasing experiences on various online platforms, making large quantities of negative comments on given brands and these online comments spread so rapidly that sometimes become the focus of public attention. Most enterprises runners believe that only positive word-of-mouth can bring positive marketing effects and that negative word-of-mouth can just cause negative effects. In order to acquire positive word-of-mouth, they will hire paid posters to make positive comments and remove negative ones. This is not conductive to the maintenance of the normal competitive environment of the market, and is harmful to the long-term development of the enterprises as well. Incidents in the real world, however, show that fans of brands, consumers with strong self-brand connection, do not seem so sensitive to the online negative word-of-mouth of their favored brands. They identify themselves with their brands and will initiate a self-defensive mechanism against unfavorable comments. Thus, the negative online word-of-mouth may exert positive influences on consumers with strong self-brand connection. Therefore, how to help enterprises treat negative word-of-mouth in a rational way and conduct long-term brand management has become an important research question. Recent years have seen great increase in research of online negative word-of-mouth, which, however, are mainly centered on the negative effects rather than the positive ones. In view of this, this paper turns to the positive influences of online negative word-of-mouth on consumers' purchasing intentions. Based on the self-control theory, the attitudinal commitment theory and the judgement updating theory, and through psychological experimental methods, the paper investigates into the influencing mechanism of online negative word-of-mouth of brands on consumers' purchasing intentions and the mediating function of self-brand connection within the above-mentioned mechanism. Group differences are examined through factorial analysis of variance(ANOVA) with three independent variables, namely, the intensity of online negative word-of-mouth, the quantity of online negative word-of-mouth and consumers' self-brand connection, each being analyzed from two levels of strong/large and low/small respectively. The findings of the study are as follows. Firstly, for consumers with strong self-brand connection, the negative online word-of-mouth has a counter-intuitive effect of enhancing their purchasing intentions to the given brands. Secondly, compared with the quantity of negative word-of-mouth, the intensity of negative word-of-mouth is more likely to give consumers a sense of self threat. Thirdly, the higher the level of self-threat, the greater the likelihood of consumers initiating defensive mechanisms. Fourthly, the "Counter argument" and "Source derogation" defense methods have a positive effect on consumers' purchasing intentions while the "Support argument" approach may not.Based on these findings, this paper constructs a counter-common-sense-effect model for online negative word-of-mouth, proposing that online negative word-of-mouth may not possibly reduce consumers' purchasing intentions but enhance their intentions instead. Accordingly, the paper puts forward some suggestions as to the online negative word-of-mouth management. Enterprises runners are supposed to reinforce the connections between consumers with their brands and to carry out classified management programs according to their clients' levels of self-brand connection. They are also expected to reduce the intensity of online negative word-of-month instead of its quantity. And it is suggested that great importance be attached to long-term management of brands.
The issue of online negative word-of-mouth of brands is gaining greater strategic importance in marketing. Free from the constraints of the real environment, consumers usually complain about their unsatisfactory purchasing experiences on various online platforms, making large quantities of negative comments on given brands and these online comments spread so rapidly that sometimes become the focus of public attention. Most enterprises runners believe that only positive word-of-mouth can bring positive marketing effects and that negative word-of-mouth can just cause negative effects. In order to acquire positive word-of-mouth, they will hire paid posters to make positive comments and remove negative ones. This is not conductive to the maintenance of the normal competitive environment of the market, and is harmful to the long-term development of the enterprises as well. Incidents in the real world, however, show that fans of brands, consumers with strong self-brand connection, do not seem so sensitive to the online negative word-of-mouth of their favored brands. They identify themselves with their brands and will initiate a self-defensive mechanism against unfavorable comments. Thus, the negative online word-of-mouth may exert positive influences on consumers with strong self-brand connection. Therefore, how to help enterprises treat negative word-of-mouth in a rational way and conduct long-term brand management has become an important research question. Recent years have seen great increase in research of online negative word-of-mouth, which, however, are mainly centered on the negative effects rather than the positive ones. In view of this, this paper turns to the positive influences of online negative word-of-mouth on consumers' purchasing intentions. Based on the self-control theory, the attitudinal commitment theory and the judgement updating theory, and through psychological experimental methods, the paper investigates into the influencing mechanism of online negative word-of-mouth of brands on consumers' purchasing intentions and the mediating function of self-brand connection within the above-mentioned mechanism. Group differences are examined through factorial analysis of variance(ANOVA) with three independent variables, namely, the intensity of online negative word-of-mouth, the quantity of online negative word-of-mouth and consumers' self-brand connection, each being analyzed from two levels of strong/large and low/small respectively. The findings of the study are as follows. Firstly, for consumers with strong self-brand connection, the negative online word-of-mouth has a counter-intuitive effect of enhancing their purchasing intentions to the given brands. Secondly, compared with the quantity of negative word-of-mouth, the intensity of negative word-of-mouth is more likely to give consumers a sense of self threat. Thirdly, the higher the level of self-threat, the greater the likelihood of consumers initiating defensive mechanisms. Fourthly, the "Counter argument" and "Source derogation" defense methods have a positive effect on consumers' purchasing intentions while the "Support argument" approach may not.Based on these findings, this paper constructs a counter-common-sense-effect model for online negative word-of-mouth, proposing that online negative word-of-mouth may not possibly reduce consumers' purchasing intentions but enhance their intentions instead. Accordingly, the paper puts forward some suggestions as to the online negative word-of-mouth management. Enterprises runners are supposed to reinforce the connections between consumers with their brands and to carry out classified management programs according to their clients' levels of self-brand connection. They are also expected to reduce the intensity of online negative word-of-month instead of its quantity. And it is suggested that great importance be attached to long-term management of brands.
引文
[1]Kumar,V.,J.Choi,and M.Greene.Synergistic Effects of Social Media and Traditional Marketing on Brand Sales:Capturing the Time-varying Effects[J].Journal of The Academy of Marketing Science,2017,45,(2):268-288.
[2]Verhagen,T.,A.Nauta and F.Feldberg.Negative Online Word-of-mouth:Behavioral Indicator or Emotional Release?[J].Computers in Human Behavior,2013,29,(4):1430-1440.
[3]Escalas J.and J.R.Bettman.You are What They Eat:The Influence of Reference Groups on Consumers' Connections to Brands[J].Journal of Consumer Psychology,2003,13,(3):339-348.
[4]Cheng,S.Y.,T.B.White,and L.N.Chaplin.The Effects of Self-brand Connections on Responses to Brand Failure:A New Look at the Consumer-brand Relationship[J].Journal of Consumer Psychology,2012,22,(2):280-288.
[5]Gilbert,D.T.,E.C.Pinel,T.D.Wilson,S.J.Blumberg,and T.P.Wheatley.Immune Neglect:A Source of Durability Bias in Affective Forecasting[J].Journal of Personality and Social Psychology,1998,75,(3):617-638.
[6]Wilson,A.,M.Giebelhausen,and M.Brady.Negative Word of Mouth can be a Positive for Consumers Connected to the Brand[J].Journal of the Academy of Marketing Science,2017,45,(4):534-547.
[7]Ahluwalia,R.Examination of Psychological Processes Underlying Resistance To Persuasion[J].Journal of Consumer Research,2000,(27):217-232.
[8]Kowalski R.Whining,Griping,and Complaining:Positivity in the Negativity[J].Journal of Clinical Psychology,2002,58,(9):1023-1035.
[9]Sweeney,J.,G.Soutar,and T.Mazzarol.Factors Enhancing Word-of-mouth:Positive and Negative Service-related Messages[J].European Journal of Marketing,2014,48,(1/2):336-359.
[10]Ho-Dac,N.N.,S.J.Carson,and W.L.Moore.The Effects of Positive and Negative Online Customer Reviews:Do Brand Strength and Category Maturity Matter[J].Journal of Marketing,2013,77,(6):37-53.
[11]高科,李琼,黄希庭.自我控制的能量模型:证据、质疑和展望[J].南昌:心理学探新,2012,(2):110-115.
[12]Ball,A.Dwayne and Lori H.Tasaki.The Role and Measurement of Attachment in Consumer Behavior[J].Journal of Consumer Psychology,1992,1,(2):155-72.
[13]Belk,R.W.Possessions and the Extended Self[J].Journal of Consumer Research,1988,15,(2):139-168.
[14]Fournier,S.Consumers and Their Brands:Developing Relationship Theory in Consumer Research[J].Journal of Consumer Research,1998,24,(4):343-373.
[15]Richins,M.L.Valuing Things:The Public and Private Meanings of Possessions[J].Journal of Consumer Research,1994,21,(3):504-521.
[16]Schlenker,B.R.Impression Management:The Self-concept,Social Identity,and Interpersonal Relations.California:Monterey[M].1980.
[17]Gurhan-Canli,Z.,and D.Maheswaran.The Effects of Extensions on Brand Name Dilution and Enhancement[J].Journal of Marketing Research,1998,35,(4):464-473.
[18]Loken,B.,and D.R.John.Diluting Brand Beliefs:When do Brand Extensions Have a Negative Impact?[J].Journal of Marketing,1993,57,(3):71-84.
[19]Dawar,N.,and M.Pillutla.Impact of Product-harm Crisis on Brand Equity:The Moderating Role of Consumer Expectations[J].Journal of Marketing research,2000,37,(2):215-226.
[20]Lee,J.,D.Park,and I.Han.The Effect of Negative Online Consumer Reviews on Product Attitude:An Information Processing View[J].Electronic Commerce Research and Applications,2008,7,(3):341-352.
[21]Yang,J.,and E.Mai.Experiential Goods with Network Externalities Effects:An Empirical Study of Online Rating System[J].Journal of Business Research,2010,63,(9/10),1050-1057.
[22]Liu,Y.Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue[J].Journal of Marketing,2006,70,(3):74-89.
[23]Herr,P.M.,F.R.Kardes,and J.Kim.Effects of Word-Of-Mouth and Product-attribute Information on Persuasion:An Accessibility-diagnosticity Perspective[J].Journal of Consumer Research,1991,17,(4):454-462.
[24]Campbell,W.,R.Baumeister,D.Dhavale,and D.Tice.Responding to Major Threats to Self-esteem:A Preliminary,Narrative Study of Ego-shock[J].Journal of Social & Clinical Psychology,2003,22,(1):79-96.
[25]Baumeister,R.F.Evil:Inside Human Violence and Cruelty[M].New York:W.H.Freeman and Company,1996.
[26]Read,A.Social Identity as a Useful Perspective for Self-Concept-based Consumer Research[J].Psychology and Marketing,2002,19,(3):235-266.
[27]Buss,A.H.Self-consciousness and Social Anxiety[M].New York:W.H.Freeman and Company,1980.
[28]Krosnick,J.A.,D.S.Boninger,Y.C.Chuang,M.K.Berent,and C.G.Carnot.Attitude Strength:One Construct or Many Related Constructs?[J].Journal of Personality and Social Psychology,1993,65,(6):1132-1151.
[29]孙乃娟,郭国庆.顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用[J].北京:管理评论,2016,(12):187-197.
[30]Wright,P.L.The Cognitive Processes Mediating Acceptance of Advertising[J].Journal of Marketing Research,1973,10,(1):53-62.
[31]Kamins,M.A.,and H.Assael.Two-sided Versus One-sided Appeals:A Cognitive Perspective on Argumentation,Source Derogation,and the Effect of Disconfirming Trial on Belief Change[J].Journal of Marketing Research,1987,24,(1):29-39.
[32]Sedikides,C.,and A.P.Gregg.Self-enhancement:Food for Thought[J].Perspectives on Psychological Science,2008,3,(2):102-116.
[33]Steele,C.M.The Psychology of Self-affirmation:Sustaining the Integrity of the Self[J].Advances in Experimental Social Psychology,1988,(21):261-302.
[34]Liberman,A.,and S.Chaiken.Defensive Processing of Personally Relevant Health Messages[J].Personality and Social Psychology Bulletin,2016,18,(6):669-679.
[35]Petty,R.E.,and J.T.Cacioppo.Effects of Forewarning of Persuasive Intent and Involvement on Cognitive Responses and Persuasion[J].Personality and Social Psychology Bulletin,1979,5,(2):173-176.
[36]Laczniak,R.N.,T.E.De Carlo,and S.N.Ramaswami.Consumers' Responses to Negative Word-of-mouth Communication:An Attribution Theory Perspective[J].Journal of Consumer Psychology,2001,11,(1):57-73.
[37]刘中刚.口碑类型与发送者身份信息对图书网络双面口碑效果的影响[J].武汉:出版科学,2015,(3):70-73.
[38]杨学成,肖彦,王林旭.微博负面口碑对消费者内隐品牌态度的影响[J].北京:经济管理,2016,(10):114-124.
[39]Escalas,J.E.,and J.R.Bettman.Self-construal,Reference Groups,and Brand Meaning[J].Journal of Consumer Research,2005,32,(3):378-389.
[40]黎小林.负面口碑对顾客购买意愿的影响[J].南昌:科技经济市场,2007,(4):268-269.
[41]毕继东.负面网络口碑对消费者行为意愿的影响研究[D].济南:山东大学,2010.
[42]Zeithaml,V.A.,L.L.Berry,and A.Parasuraman.The Behavioral Consequences of Service Quality[J].Journal of Marketing,1996,60,(2):31-47.
[43]Campbell,J.D.,P.D.Trapnell,and S.J.Heine,et al.Trapnell and Letham.Self-concept Clarity:Measurement,Personality Correlates and Cultural Boundaries[J],Journal of Personality and Social Psychology,1996,70,(1):141-156.
(1)表示均值(标准差),例如4.0624(1.12645)表示均值为4.0624,标准差为1.12645。本文后同。
[2]Verhagen,T.,A.Nauta and F.Feldberg.Negative Online Word-of-mouth:Behavioral Indicator or Emotional Release?[J].Computers in Human Behavior,2013,29,(4):1430-1440.
[3]Escalas J.and J.R.Bettman.You are What They Eat:The Influence of Reference Groups on Consumers' Connections to Brands[J].Journal of Consumer Psychology,2003,13,(3):339-348.
[4]Cheng,S.Y.,T.B.White,and L.N.Chaplin.The Effects of Self-brand Connections on Responses to Brand Failure:A New Look at the Consumer-brand Relationship[J].Journal of Consumer Psychology,2012,22,(2):280-288.
[5]Gilbert,D.T.,E.C.Pinel,T.D.Wilson,S.J.Blumberg,and T.P.Wheatley.Immune Neglect:A Source of Durability Bias in Affective Forecasting[J].Journal of Personality and Social Psychology,1998,75,(3):617-638.
[6]Wilson,A.,M.Giebelhausen,and M.Brady.Negative Word of Mouth can be a Positive for Consumers Connected to the Brand[J].Journal of the Academy of Marketing Science,2017,45,(4):534-547.
[7]Ahluwalia,R.Examination of Psychological Processes Underlying Resistance To Persuasion[J].Journal of Consumer Research,2000,(27):217-232.
[8]Kowalski R.Whining,Griping,and Complaining:Positivity in the Negativity[J].Journal of Clinical Psychology,2002,58,(9):1023-1035.
[9]Sweeney,J.,G.Soutar,and T.Mazzarol.Factors Enhancing Word-of-mouth:Positive and Negative Service-related Messages[J].European Journal of Marketing,2014,48,(1/2):336-359.
[10]Ho-Dac,N.N.,S.J.Carson,and W.L.Moore.The Effects of Positive and Negative Online Customer Reviews:Do Brand Strength and Category Maturity Matter[J].Journal of Marketing,2013,77,(6):37-53.
[11]高科,李琼,黄希庭.自我控制的能量模型:证据、质疑和展望[J].南昌:心理学探新,2012,(2):110-115.
[12]Ball,A.Dwayne and Lori H.Tasaki.The Role and Measurement of Attachment in Consumer Behavior[J].Journal of Consumer Psychology,1992,1,(2):155-72.
[13]Belk,R.W.Possessions and the Extended Self[J].Journal of Consumer Research,1988,15,(2):139-168.
[14]Fournier,S.Consumers and Their Brands:Developing Relationship Theory in Consumer Research[J].Journal of Consumer Research,1998,24,(4):343-373.
[15]Richins,M.L.Valuing Things:The Public and Private Meanings of Possessions[J].Journal of Consumer Research,1994,21,(3):504-521.
[16]Schlenker,B.R.Impression Management:The Self-concept,Social Identity,and Interpersonal Relations.California:Monterey[M].1980.
[17]Gurhan-Canli,Z.,and D.Maheswaran.The Effects of Extensions on Brand Name Dilution and Enhancement[J].Journal of Marketing Research,1998,35,(4):464-473.
[18]Loken,B.,and D.R.John.Diluting Brand Beliefs:When do Brand Extensions Have a Negative Impact?[J].Journal of Marketing,1993,57,(3):71-84.
[19]Dawar,N.,and M.Pillutla.Impact of Product-harm Crisis on Brand Equity:The Moderating Role of Consumer Expectations[J].Journal of Marketing research,2000,37,(2):215-226.
[20]Lee,J.,D.Park,and I.Han.The Effect of Negative Online Consumer Reviews on Product Attitude:An Information Processing View[J].Electronic Commerce Research and Applications,2008,7,(3):341-352.
[21]Yang,J.,and E.Mai.Experiential Goods with Network Externalities Effects:An Empirical Study of Online Rating System[J].Journal of Business Research,2010,63,(9/10),1050-1057.
[22]Liu,Y.Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue[J].Journal of Marketing,2006,70,(3):74-89.
[23]Herr,P.M.,F.R.Kardes,and J.Kim.Effects of Word-Of-Mouth and Product-attribute Information on Persuasion:An Accessibility-diagnosticity Perspective[J].Journal of Consumer Research,1991,17,(4):454-462.
[24]Campbell,W.,R.Baumeister,D.Dhavale,and D.Tice.Responding to Major Threats to Self-esteem:A Preliminary,Narrative Study of Ego-shock[J].Journal of Social & Clinical Psychology,2003,22,(1):79-96.
[25]Baumeister,R.F.Evil:Inside Human Violence and Cruelty[M].New York:W.H.Freeman and Company,1996.
[26]Read,A.Social Identity as a Useful Perspective for Self-Concept-based Consumer Research[J].Psychology and Marketing,2002,19,(3):235-266.
[27]Buss,A.H.Self-consciousness and Social Anxiety[M].New York:W.H.Freeman and Company,1980.
[28]Krosnick,J.A.,D.S.Boninger,Y.C.Chuang,M.K.Berent,and C.G.Carnot.Attitude Strength:One Construct or Many Related Constructs?[J].Journal of Personality and Social Psychology,1993,65,(6):1132-1151.
[29]孙乃娟,郭国庆.顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用[J].北京:管理评论,2016,(12):187-197.
[30]Wright,P.L.The Cognitive Processes Mediating Acceptance of Advertising[J].Journal of Marketing Research,1973,10,(1):53-62.
[31]Kamins,M.A.,and H.Assael.Two-sided Versus One-sided Appeals:A Cognitive Perspective on Argumentation,Source Derogation,and the Effect of Disconfirming Trial on Belief Change[J].Journal of Marketing Research,1987,24,(1):29-39.
[32]Sedikides,C.,and A.P.Gregg.Self-enhancement:Food for Thought[J].Perspectives on Psychological Science,2008,3,(2):102-116.
[33]Steele,C.M.The Psychology of Self-affirmation:Sustaining the Integrity of the Self[J].Advances in Experimental Social Psychology,1988,(21):261-302.
[34]Liberman,A.,and S.Chaiken.Defensive Processing of Personally Relevant Health Messages[J].Personality and Social Psychology Bulletin,2016,18,(6):669-679.
[35]Petty,R.E.,and J.T.Cacioppo.Effects of Forewarning of Persuasive Intent and Involvement on Cognitive Responses and Persuasion[J].Personality and Social Psychology Bulletin,1979,5,(2):173-176.
[36]Laczniak,R.N.,T.E.De Carlo,and S.N.Ramaswami.Consumers' Responses to Negative Word-of-mouth Communication:An Attribution Theory Perspective[J].Journal of Consumer Psychology,2001,11,(1):57-73.
[37]刘中刚.口碑类型与发送者身份信息对图书网络双面口碑效果的影响[J].武汉:出版科学,2015,(3):70-73.
[38]杨学成,肖彦,王林旭.微博负面口碑对消费者内隐品牌态度的影响[J].北京:经济管理,2016,(10):114-124.
[39]Escalas,J.E.,and J.R.Bettman.Self-construal,Reference Groups,and Brand Meaning[J].Journal of Consumer Research,2005,32,(3):378-389.
[40]黎小林.负面口碑对顾客购买意愿的影响[J].南昌:科技经济市场,2007,(4):268-269.
[41]毕继东.负面网络口碑对消费者行为意愿的影响研究[D].济南:山东大学,2010.
[42]Zeithaml,V.A.,L.L.Berry,and A.Parasuraman.The Behavioral Consequences of Service Quality[J].Journal of Marketing,1996,60,(2):31-47.
[43]Campbell,J.D.,P.D.Trapnell,and S.J.Heine,et al.Trapnell and Letham.Self-concept Clarity:Measurement,Personality Correlates and Cultural Boundaries[J],Journal of Personality and Social Psychology,1996,70,(1):141-156.
(1)表示均值(标准差),例如4.0624(1.12645)表示均值为4.0624,标准差为1.12645。本文后同。