不满意消费者的网络负面口碑机制研究

被引：16

作者：

黄敏学

冯小亮

王峰

蔡融

机构：

[1] 武汉大学经济与管理学院

来源：

武汉大学学报(哲学社会科学版) | 2010年 / 63卷 / 03期

关键词：

负面口碑; 抱怨; 心理成本; 心理收益;

D O I：

暂无

中图分类号：

F713.50 [市场学];

学科分类号：

摘要：

已有研究指出负面口碑对企业绩效有显著的副作用,此负面影响在互联网上会被进一步放大,因为网络的匿名性和广泛性是不满意的消费者进行负面口碑传播的温床。因此,研究网络环境下驱动消费者传播负面口碑的因素尤为重要。在对网络环境下负面口碑传播机制研究中,准实验调查发现,心理收益是导致不满意消费者的负面口碑传播意愿的主要影响因素,而心理成本的影响作用不显著。

引用

页码：440 / 445

页数：6

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