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阐述了网络口碑的涵义和口碑借助于网络对消费者品牌评价更加彰显的巨大影响力;重点探讨了负面网络口碑对品牌评价的影响机制,认为其主要通过影响消费者的信息价值感知以及消费者的因果归因两个中介变量来对品牌评价产生作用,而在负面网络口碑对品牌评价的影响过程中,要受到品牌熟悉度、品牌承诺和消费者品牌关系等调节变量的影响;并据此提出了负面网络口碑对品牌评价影响的理论模型。
Expounds the meaning and word-of-mouth of Internet word-of-mouth with the help of the network, which exemplifies the great impact of the brand evaluation of consumers. The paper mainly discusses the impact mechanism of negative internet word-of-mouth on the brand evaluation, and considers that it influences consumers’ Of the causal attribution of the two intermediary variables to play a role in brand evaluation, and in the negative impact of online word of mouth brand evaluation process, subject to brand familiarity, brand promise and consumer brand relations and other regulatory variables; and accordingly Proposed a theoretical model of the influence of negative internet word-of-mouth on brand evaluation.