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调查显示,几乎全球的消费者都最信任其他消费者的网络评论。网民搜索网络评价时,更倾向于关注网络负面口碑。然而网络环境下众多的负面口碑,既可能是情绪化言论,也可能是理智分析。本研究建立一个模型框架来直观描述网络负面口碑发送者的情感动机因素、信任、创新抗拒之间的逻辑关系。并通过实证研究证实,网络负面口碑发送者的情感因素显著正向影响负面口碑的可信度,而网络负面口碑的发送者动机因素里,利他动机显著正向影响负面口碑可信度。但网络负面口碑发送者情绪化会对负面口碑的可信度有负向影响和负面口碑可信度正向影响消费者延迟购买的可能性等两个假设不成立。
Surveys show that almost all consumers around the world trust other consumers’ online reviews the most. Internet users search network evaluation, more inclined to focus on negative network reputation. However, a large number of negative public praise in the network environment may be emotional remarks or rational analysis. This study establishes a model framework to visually describe the logical relationship between emotional motivational factors, trust, and innovation resistance of network negative reputation sender. And through empirical studies, it is verified that the emotional factors of the sender of negative network reputation positively affect the credibility of negative word-of-mouth, and the motivation of negative network reputation negatively affects the negative word-of-mouth credibility significantly. However, two negative assumptions, such as negative sentiment sender’s sentiment, have a negative impact on the credibility of negative word-of-mouth and negative word-of-mouth credibility, which positively influence the possibility of delayed purchase by consumers.