摘要
互联网时代,在线评论成为影响消费者购买决策的重要因素。本文在梳理相关研究文献的基础上,基于品牌信任的视角阐释在线评论对顾客资产的作用机制,并据此建立理论模型。分析结果表明:积极的在线评论导致品牌公平上升,从而对消费者公平和品牌信任产生积极作用;消极的在线评论导致品牌公平下降,从而对消费者公平和品牌信任产生负面影响。此外,高度的品牌信任有利于提高顾客资产;品牌信任度下降则对顾客资本有负面影响。最后,本文为网络口碑营销中消费者购买行为和顾客资产提供了相应的建议。
In the Internet era, the way consumers communicate with each other has changed fundamentally. Online reviews have become an important factor affecting consumers’ purchase decisions. On the basis of reviewing relevant research literature, this paper analyses the mechanism of online reviews on customer equity from the perspective of brand trust, and establishes a theoretical model accordingly. The results show that negative online reviews lead to a decline in Value Equity and relationship equity, which negatively affects consumer equity and brand trust;positive online reviews lead to a rise in brand equity, which has a positive effect on consumer equity and brand trust. In addition, a high degree of brand trust is conducive to improving customer equity, while a decline in brand trust has a negative impact on customer capital. Finally, this paper provides corresponding suggestions for consumer buying behavior and customer equity in online word-of-mouth marketing.
出处
《价格理论与实践》
CSSCI
北大核心
2018年第11期151-153,164,共4页
Price:Theory & Practice
关键词
在线评论
顾客资产
品牌信任
网络口碑传播
Online reviews
customer equity
Brand trust
Online word-of-mouth communication
