李研,黄苏萍,李东进.被迫好评情景下消费者后续行为意愿研究[J].管理科学,2017,30(5):17-27
被迫好评情景下消费者后续行为意愿研究
Research on Consumers′ Subsequent Behavior Intentions under the Situation of Forced Positive Evaluation
投稿时间:2017-02-20  修订日期:2017-07-17
DOI:
中文关键词:  被迫好评  口碑传播  抗拒体验  抗拒特质  一致性感知
英文关键词:forced positive evaluation  word-of-mouth  feeling of reactance  trait of reactance  consistency perception
基金项目:国家自然科学基金(71602125,71372099,71602129)
作者单位E-mail
李研 首都经济贸易大学 工商管理学院北京 100070 liyan_nankai@sina.com 
黄苏萍 首都经济贸易大学 工商管理学院北京 100070 hsp@cueb.edu.cn 
李东进 南开大学 商学院天津 300071 djli1280@163.com 
摘要点击次数: 922
全文下载次数: 
中文摘要:
      在社交网络不断兴起的环境下,越来越多的企业试图以物质奖励促使消费者进行好评以实现口碑营销,物质奖励涉及赠品、现金、价格折扣等各种形式。企业激励口碑的活动是指一家企业对“消费者对消费者”沟通的主动管理,被广泛地应用于各类面向消费者的企业,而好评返利的口碑激励模式难免被框定于回避框架下,即消费者为了避免损失而不得不在线发布正面口碑,已有关于被动口碑传播的研究主要从积极方面探讨如何利用物质奖励促进口碑传播。
在已有研究的基础上补充物质奖励对消费者口碑影响的消极方面,以心理抗拒理论和认知一致性理论为基础,以被动口碑传播为研究视角,探讨消费者在被迫实施好评之后的后续行为意愿及其影响机制。在两个行为学实验中,分别选取在职学生和普通消费者为研究样本,通过SPSS软件进行方差分析、回归分析和Bootstrap中介效应分析。
研究结果表明,①在被迫好评的情景下,抗拒体验消极影响消费者的后续行为意愿,如降低未来的口碑推荐意愿、增加删去被迫评论意愿;②产品的实际体验与口碑内容的一致性感知积极影响后续行为意愿,这一过程受到抗拒体验的中介作用;③与抗拒特质较弱的消费者相比,抗拒特质较强的消费者更倾向于产生消极的后续行为意愿;④消费者的抗拒特质调节实际体验与口碑内容的一致性感知对后续行为意愿的影响,抗拒特质较强时一致性感知对后续行为意愿的影响较低。
研究结果为企业实施激励式口碑营销提供了理论指导,丰富和发展了口碑营销和心理抗拒理论。研究结论启示企业在使用好评返利的营销策略时,应当尽可能框定于“好评则得到”而非“不好评则损失”的框架下。如果产品或服务非常依赖于消费者的重复购买行为,那么被迫好评会消极影响消费者的整体满意度并抑制后续的购买行为。商家必须认识到被迫好评的消极影响,虽然产品或服务的积极体验可以有效抑制消费者产生消极的行为反应,但是却不会对所有消费者有效,比如那些抗拒特质较强的消费者。
英文摘要:
      Firm stimulated word-of-mouth activity is defined as a firm′s proactive management of consumer-to-consumer communication. With the rising development of social network, a growing number of firms urge consumers to post positive evaluation by material rewards as an exchange in order to realize word-of-mouth marketing. The methods of material rewards include gift, cash, price discount, and so on. Firm stimulated word-of-mouth are widely applied by many kinds of firms which are consumer oriented. However, the word-of-mouth incentive mode by “post positive evaluation for material rewards as an exchange” is framed in an avoidance frame unavoidably. Sometimes, consumers have to post positive evaluation online in order to avoid loss.
Most of the existing researches about forced word-of-mouth have focused on how material rewards promote consumers′ word-of-mouth communication from the positive aspect, while this paper adds the negative aspect of the material rewards′ influence on consumers′ word-of-mouth to the existing literature. Based on the theory of psychological reactance and principle of cognitive consistency, this paper explores consumers′ subsequent behavior intentions after forced positive word-of-mouth and its underlying mechanism. Two behavioral experiments have selected the part-time students and general consumers as samples separately. ANOVA, regression analysis and Bootstrap mediator analysis in SPSS are used to test hypotheses.
It is found that reactance has negative impact on consumers′ subsequent behavior intentions (such as reducing recommendation intention in future, increasing deleting intention of forced positive evaluation). Perceived consistency of product′s actual experience and word-of-mouth content has positive impact on subsequent behavior intentions. And this process is mediated by reactance. In addition, compared to weakly reactants, highly reactants are inclined to have more negative subsequent behavior intention. Consumers′ trait reactance moderates the relationship between perceived consistency and subsequent behavior intention. As for highly reactants, the influence of perceived consistency on subsequent behavior intention is much weaker.
The results of this paper provide theoretical guidance of firm stimulated word-of-mouth marketing to firms, and enrich the theory of word-of-mouth marketing and psychological reactance theory. The conclusions enlighten firms to frame this marketing tactic in “positive post, then gain” pattern rather than “no positive post, then loss” pattern. If the selling of products or services in a firm is heavily dependent on consumers′ replicate purchase behavior, forced positive evaluation would have considerably negative influence on consumers′ overall satisfaction and restrain their subsequent purchase behavior to a great extent. For this reason, firms and retailers should realize the negative aspects of forced positive evaluation. Although positive actual experience of product or service may restrain consumers′ negative behavioral responses effectively, this method cannot be effective towards all consumers, for example, for highly reactants.
查看全文  查看/发表评论  下载PDF阅读器
关闭