网络负面口碑对旅游目的地形象的影响实证研究
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摘要
基于信息性影响和风险感知理论,设计2(网络负面口碑类型:客观属性型、主观情感型)×2(目的地品牌熟悉度:高、低)情景模拟实验,探讨了网络负面口碑的类型对目的地形象的影响关系,并考虑解释目的地品牌熟悉度在上述关系中的调节效应。研究结果表明:相对于主观型网络负面口碑,客观型网络负面口碑对游客感知风险和目的地形象的影响更大。同时,网络负面口碑还会通过感知风险这一中介变量对目的地形象产生间接影响。主观型网络负面口碑情境下,目的地品牌熟悉度低的游客对目的地形象的评价更差。
Electronic word-of-mouth(eWOM),as an important source of information,plays an important role in the image of tourism destinations.Many scholars believe that negative electronic word-of-mouth(N-eWOM) is more influential than positive electronic word-of-mouth(P-eWOM).Based on the informational influence and risk perception theory,a 2(two N-eWOM types:objective attribute and subjective emotion)×2(two degrees of destination brand familiarity:high and low) scenario simulation experiment has been designed in this paper.The author also discusses the influences of different types of N-eWOM on the destination image and explains the regulatory effects of destination brand familiarity on the influences mentioned above.The research results indicate that compared with the subjective N-eWOM,the objective N-eWOM has greater impacts on tourists' perceived risk and on the destination image.At the same time,N-eWOM also has an indirect effect on the destination image through an intervening variable-perceived risk.In the context of subjective N-eWOM,tourists with low degree of destination brand familiarity have worse evaluation on the destination image.
Electronic word-of-mouth(eWOM),as an important source of information,plays an important role in the image of tourism destinations.Many scholars believe that negative electronic word-of-mouth(N-eWOM) is more influential than positive electronic word-of-mouth(P-eWOM).Based on the informational influence and risk perception theory,a 2(two N-eWOM types:objective attribute and subjective emotion)×2(two degrees of destination brand familiarity:high and low) scenario simulation experiment has been designed in this paper.The author also discusses the influences of different types of N-eWOM on the destination image and explains the regulatory effects of destination brand familiarity on the influences mentioned above.The research results indicate that compared with the subjective N-eWOM,the objective N-eWOM has greater impacts on tourists' perceived risk and on the destination image.At the same time,N-eWOM also has an indirect effect on the destination image through an intervening variable-perceived risk.In the context of subjective N-eWOM,tourists with low degree of destination brand familiarity have worse evaluation on the destination image.
引文
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[3]Gartner W C.Image formation process[J].Journal of Travel and Tourism Marketing,1994,2(2):191-215.
[4]林建煌.消费者行为[M].北京:北京大学出版社,2004.
[5]陈明亮.在线口碑传播原理[M].杭州:浙江大学出版社,2009.
[6]金立印.网络口碑信息对消费者购买决策的影响:一个实验研究[J].经济管理,2007,29(22):36-42.
[7]Ward J C,Ostrom A L.Complaining to the masses:The role of protest framing in customer-created complaint web sites[J].Journal of Consumer Research,2006,33(2):220-230.
[8]Holbrook,MorrisB.Beyond Attitude Structure Toward the Informational Determinants of Attitude[J].Journal of Marketing Research,1978,(4):545-556.
[9]Bojanic D C.The use of advertising in managing destinationimage[J].Tourism Management,1991,12(4):352-355.
[10]Shani A,Chen P J,Wang Y,et al.Testing the impact of a promotional video on destination image change:Application of China as a tourism destination[J].International Journal of Tourism Research,2010,12(2):116-133.
[11]Morgan N J,Pritchard A,Piggott R.Destination branding andthe role of the stakeholders:The case of New Zealand[J].Journal of Vacation Marketing,2003,9(3):285-299.
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[13]Hennig Thurau T,Walsh G,Walsh G.Electronic word-of-mouth:Motives for and consequences of reading customer articulations on the Internet[J].International Journal of Electronic Commerce,2003,8(2):51-74.
[14]Park Do Hyung,Jumin Lee,IngooHan.The Effect of On-Line Consumer Reviewson Consumer Purchasing Intention:The Role of Involvement[J].International Journal of Electronic Commerce,2007,11(4):125-148.
[15]Petty RE,CacioppoJ T,SchumannD.Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement[J].Journal of Consumer Research,1983,10(2):245-262.
[16]宋晓兵,丛竹,董大海.网络口碑对消费者产品态度的影响机理研究[J].管理学报,2011,8(4):559-566.
[17]郭国庆,杨学成,张杨.口碑对消费者态度的影响:一个理论模型[J].管理评论,2007,19(3):20-26.
[18]陶晓波,宋卓昭,张欣瑞,等.网络负面口碑对消费者态度影响的实证研究——兼论企业的应对策略[J].管理评论,2013,25(3):101-110.
[19]程鹏飞.游览前目的地形象对游客感知服务质量的影响——游客专业知识的调节效应[J].旅游学刊,2018,33(2):57-66.
[20]Baloglu S,Brinberg D.Affective images of tourism destinations[J].Journal of Travel Research,1997,35(4):11-15.
[21]Beerli A,Martin J D.Factors influencing destination image[J].Annals of Tourism Research, 2004,31(3):657-681.
[22]Mohammad Reza Jalilvand.Examining the structural relationships of electronic word of mouth,destination image,tourist attitude toward destination and travel intention:An integratedapproach[J].Journal of Destination Marketing & Management,2012,(1):134-143.
[23]Zhu Cuilan,Hou Zhiqiang.Tourist destination image perceptionbased on internet word-of-mouth:A case study of Xiamen[J].Tropical Geography,2013,33(4):489-495.
[24]胥兴安,王立磊,高峰强.旅游广告与网络负面口碑对目的地形象的影响——次序效应和交互效应的实验检验[J].旅游学刊,2017,32(12):37-48.
[25]Bauer RA.Consumer Behavior as Risk Taking:Dynamic Marketing for a Changing World[A].Proceedings of the 43rd Conference of the American Marketing Association,1964.
[26]Mitchell V W,Vassos V.Perceived risk and risk reduction inholiday purchases:Across-cultural and gender analysis[J].Journal of Euromarketing,1998,6(3):47-79.
[27]Tsaur S H,Tzeng G H,Wang G C.The application of AHP and fuzzy MCDM on the evaluation study of tourist risk[J].Annals of Tourism Research,1997,24(4):796-812.
[28]Roehl W S,Fesenmaier D R.Risk perceptions and pleasure travel:An exploratory analysis[J].Journal of Travel Research,1992,30(4):17-26.
[29]Sonmez S F,Graefe A R.Influence of terrorism riskontourism decisions[J].Annals of Tourism Research,1998,25(1):112-144.
[30]Guest D,Clinton M.Temporary Employment Contracts,Workers'Well-Being and Behavior:Evidence from the UK[J].Department of Management,King's College,London,2006,(38):1-34.
[31]Zajonc R B,Markus H.Affective and Cognitive Factors in Preferences[J].The Journal of Consumer Research,1982,9(2):123-131.
[32]Laroche M.,Kim C,Zhou L.Brand Familiarity and Confidence as Determinants of Purchase Intention:An Empirical Test in a Multiple Brand Context[J].Journal of Business Research,1996,37(2):115-120.
[33]Hu Y,Ritchie J R B.Measuring destination attractiveness:A contextual approach[J].Journal of Travel Research,1993,32(2):25-34.
[34]SeohoUm,John L.Crompton.Development of pleasure travel attitude dimensions[J].Annals of Tourism Research,1991,18(3):500-504.
[35]Baloglu S.Image variations of Turkey by familiarity index:informational and experiential dimensions[J].Tourism Management,2001,22(2):127-133.
[36]马明.熟悉度对旅游目的地形象影响研究——以泰山为例[J].旅游科学,2011,25(2):30-38.
[37]D.L.Rosen,R.W.Olshavsky.A protocol analysis of brand choice strategies involving recommendations[J].Journal of Consumer Research,1987,14(3):440-444.
[38]B.Bickart,R.M.Schindler.Internet forums as influential sources of consumer information[J].Journal of Interactive Marketing,2001,15(3):31-40.
[39]R E Petty,J T Cacioppo,D Schumann.Central and peripheral routes to advertising effectiveness:the moderating role of involvement[J].Journal of Consumer Research,1983,10(2):135-146.
[40]R E Petty,J T Cacioppo.The effects of involvement on response to argument quantity and quality:central and peripheral routes persuasion[J].Journal of Personality and Social Psychology,1984,46(1):69-81.
[41]HerrP M,KardesF R,KimJ.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.
[42]Me MillanS J.Effects of Structural and Perceptual Factors on Attitude Toward the Website[J].Journal of Advertising Research,2004,43(4):400-421.
[43]郑春东,韩晴,王寒.网络水军言论如何左右你的购买意愿[J].南开管理评论,2015,18(1):89-97.
[44]毕继东.负面网络口碑对消费者行为意愿的影响[M].北京:经济科学出版社,2011.
[45]刘璇.网络负向口碑内容属性与消费者创新抗拒行为的关系研究[D].湖北:武汉科技大学,2012.
[46]许晖,许守任,王睿智.消费者旅游感知风险维度识别及差异分析[J].旅游学刊,2013,28(12):71-80.
[47]ErdemTulin,Swait,Joffre.Brand Credibility,Brand Consideration and Choice[J].Journal of Marketing Research,2004,31(6):191-199.
[48]王晓玉.产品危机中口碑方向对消费者态度的影响[J].营销科学学报,2008,(4):1-12.
[49]Milman A,Pizam A.The role of awareness and familiarity with a destination:The central Florida case[J].Journal of Travel Research,1995,33(3):21-27.
[50]RajivVaidyanathan,Praveen Aggarwal.Strategic brand alliances:implications of ingredient branding for national and private label brands[J].Journal of Product & Brand Management,2000,9(4):214-228.
[51]Aaker,Keller.Consumer evaluations of brand extensions[J].Journal of Marketing,1990,54(1):27.
[52]RubinsteinH,Griffith C.Branding matters more on the Internet[J].The Journal of Brand Management,2001,8(6):394-404.
[53]TamJ L M.Brand familiarity:its effects on satisfaction evaluations[J].Journal of Services Marketing,2008,22(1):3-12.
[54]Baloglu S,Mc Cleary K.W.A model of destination image formation[J].Annals of Tourism Research,1999,26(4):868-897.
[55]PreacherK J,Hayes A F.Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models[J].Behavior Research Methods,2008,40(3):879-891.
[56]温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,(2):268-274.
[57]RaoAkshay R,Kent B.Monroe.The Effect of Price, Brand Name, and Store Name on Buyers'Perceptions of Product Quality:An Integrative Review[J].Journal of Marketing Research,1989,26(3):351-357.
[2]CromptonJ L.An assessment of the image of Mexico as avacation destination and the influence of geographical locationupon that image[J].Journal of Travel Research,1979,17(4):18-23.
[3]Gartner W C.Image formation process[J].Journal of Travel and Tourism Marketing,1994,2(2):191-215.
[4]林建煌.消费者行为[M].北京:北京大学出版社,2004.
[5]陈明亮.在线口碑传播原理[M].杭州:浙江大学出版社,2009.
[6]金立印.网络口碑信息对消费者购买决策的影响:一个实验研究[J].经济管理,2007,29(22):36-42.
[7]Ward J C,Ostrom A L.Complaining to the masses:The role of protest framing in customer-created complaint web sites[J].Journal of Consumer Research,2006,33(2):220-230.
[8]Holbrook,MorrisB.Beyond Attitude Structure Toward the Informational Determinants of Attitude[J].Journal of Marketing Research,1978,(4):545-556.
[9]Bojanic D C.The use of advertising in managing destinationimage[J].Tourism Management,1991,12(4):352-355.
[10]Shani A,Chen P J,Wang Y,et al.Testing the impact of a promotional video on destination image change:Application of China as a tourism destination[J].International Journal of Tourism Research,2010,12(2):116-133.
[11]Morgan N J,Pritchard A,Piggott R.Destination branding andthe role of the stakeholders:The case of New Zealand[J].Journal of Vacation Marketing,2003,9(3):285-299.
[12]胥兴安,王立磊,杨懿.网络负面口碑对旅游目的地品牌资产稀释效应——熟悉度和易感性的调节作用[J].人文地理,2015,30(5):126-133.
[13]Hennig Thurau T,Walsh G,Walsh G.Electronic word-of-mouth:Motives for and consequences of reading customer articulations on the Internet[J].International Journal of Electronic Commerce,2003,8(2):51-74.
[14]Park Do Hyung,Jumin Lee,IngooHan.The Effect of On-Line Consumer Reviewson Consumer Purchasing Intention:The Role of Involvement[J].International Journal of Electronic Commerce,2007,11(4):125-148.
[15]Petty RE,CacioppoJ T,SchumannD.Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement[J].Journal of Consumer Research,1983,10(2):245-262.
[16]宋晓兵,丛竹,董大海.网络口碑对消费者产品态度的影响机理研究[J].管理学报,2011,8(4):559-566.
[17]郭国庆,杨学成,张杨.口碑对消费者态度的影响:一个理论模型[J].管理评论,2007,19(3):20-26.
[18]陶晓波,宋卓昭,张欣瑞,等.网络负面口碑对消费者态度影响的实证研究——兼论企业的应对策略[J].管理评论,2013,25(3):101-110.
[19]程鹏飞.游览前目的地形象对游客感知服务质量的影响——游客专业知识的调节效应[J].旅游学刊,2018,33(2):57-66.
[20]Baloglu S,Brinberg D.Affective images of tourism destinations[J].Journal of Travel Research,1997,35(4):11-15.
[21]Beerli A,Martin J D.Factors influencing destination image[J].Annals of Tourism Research, 2004,31(3):657-681.
[22]Mohammad Reza Jalilvand.Examining the structural relationships of electronic word of mouth,destination image,tourist attitude toward destination and travel intention:An integratedapproach[J].Journal of Destination Marketing & Management,2012,(1):134-143.
[23]Zhu Cuilan,Hou Zhiqiang.Tourist destination image perceptionbased on internet word-of-mouth:A case study of Xiamen[J].Tropical Geography,2013,33(4):489-495.
[24]胥兴安,王立磊,高峰强.旅游广告与网络负面口碑对目的地形象的影响——次序效应和交互效应的实验检验[J].旅游学刊,2017,32(12):37-48.
[25]Bauer RA.Consumer Behavior as Risk Taking:Dynamic Marketing for a Changing World[A].Proceedings of the 43rd Conference of the American Marketing Association,1964.
[26]Mitchell V W,Vassos V.Perceived risk and risk reduction inholiday purchases:Across-cultural and gender analysis[J].Journal of Euromarketing,1998,6(3):47-79.
[27]Tsaur S H,Tzeng G H,Wang G C.The application of AHP and fuzzy MCDM on the evaluation study of tourist risk[J].Annals of Tourism Research,1997,24(4):796-812.
[28]Roehl W S,Fesenmaier D R.Risk perceptions and pleasure travel:An exploratory analysis[J].Journal of Travel Research,1992,30(4):17-26.
[29]Sonmez S F,Graefe A R.Influence of terrorism riskontourism decisions[J].Annals of Tourism Research,1998,25(1):112-144.
[30]Guest D,Clinton M.Temporary Employment Contracts,Workers'Well-Being and Behavior:Evidence from the UK[J].Department of Management,King's College,London,2006,(38):1-34.
[31]Zajonc R B,Markus H.Affective and Cognitive Factors in Preferences[J].The Journal of Consumer Research,1982,9(2):123-131.
[32]Laroche M.,Kim C,Zhou L.Brand Familiarity and Confidence as Determinants of Purchase Intention:An Empirical Test in a Multiple Brand Context[J].Journal of Business Research,1996,37(2):115-120.
[33]Hu Y,Ritchie J R B.Measuring destination attractiveness:A contextual approach[J].Journal of Travel Research,1993,32(2):25-34.
[34]SeohoUm,John L.Crompton.Development of pleasure travel attitude dimensions[J].Annals of Tourism Research,1991,18(3):500-504.
[35]Baloglu S.Image variations of Turkey by familiarity index:informational and experiential dimensions[J].Tourism Management,2001,22(2):127-133.
[36]马明.熟悉度对旅游目的地形象影响研究——以泰山为例[J].旅游科学,2011,25(2):30-38.
[37]D.L.Rosen,R.W.Olshavsky.A protocol analysis of brand choice strategies involving recommendations[J].Journal of Consumer Research,1987,14(3):440-444.
[38]B.Bickart,R.M.Schindler.Internet forums as influential sources of consumer information[J].Journal of Interactive Marketing,2001,15(3):31-40.
[39]R E Petty,J T Cacioppo,D Schumann.Central and peripheral routes to advertising effectiveness:the moderating role of involvement[J].Journal of Consumer Research,1983,10(2):135-146.
[40]R E Petty,J T Cacioppo.The effects of involvement on response to argument quantity and quality:central and peripheral routes persuasion[J].Journal of Personality and Social Psychology,1984,46(1):69-81.
[41]HerrP M,KardesF R,KimJ.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.
[42]Me MillanS J.Effects of Structural and Perceptual Factors on Attitude Toward the Website[J].Journal of Advertising Research,2004,43(4):400-421.
[43]郑春东,韩晴,王寒.网络水军言论如何左右你的购买意愿[J].南开管理评论,2015,18(1):89-97.
[44]毕继东.负面网络口碑对消费者行为意愿的影响[M].北京:经济科学出版社,2011.
[45]刘璇.网络负向口碑内容属性与消费者创新抗拒行为的关系研究[D].湖北:武汉科技大学,2012.
[46]许晖,许守任,王睿智.消费者旅游感知风险维度识别及差异分析[J].旅游学刊,2013,28(12):71-80.
[47]ErdemTulin,Swait,Joffre.Brand Credibility,Brand Consideration and Choice[J].Journal of Marketing Research,2004,31(6):191-199.
[48]王晓玉.产品危机中口碑方向对消费者态度的影响[J].营销科学学报,2008,(4):1-12.
[49]Milman A,Pizam A.The role of awareness and familiarity with a destination:The central Florida case[J].Journal of Travel Research,1995,33(3):21-27.
[50]RajivVaidyanathan,Praveen Aggarwal.Strategic brand alliances:implications of ingredient branding for national and private label brands[J].Journal of Product & Brand Management,2000,9(4):214-228.
[51]Aaker,Keller.Consumer evaluations of brand extensions[J].Journal of Marketing,1990,54(1):27.
[52]RubinsteinH,Griffith C.Branding matters more on the Internet[J].The Journal of Brand Management,2001,8(6):394-404.
[53]TamJ L M.Brand familiarity:its effects on satisfaction evaluations[J].Journal of Services Marketing,2008,22(1):3-12.
[54]Baloglu S,Mc Cleary K.W.A model of destination image formation[J].Annals of Tourism Research,1999,26(4):868-897.
[55]PreacherK J,Hayes A F.Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models[J].Behavior Research Methods,2008,40(3):879-891.
[56]温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,(2):268-274.
[57]RaoAkshay R,Kent B.Monroe.The Effect of Price, Brand Name, and Store Name on Buyers'Perceptions of Product Quality:An Integrative Review[J].Journal of Marketing Research,1989,26(3):351-357.