【作者】 杨玲；

【导师】 朱国玮；

【作者基本信息】 湖南大学 ， 工商管理， 2011， 硕士

【摘要】 在日常生活中,我们会接收到各种各样的推荐。当面临众多选择的时候,推荐可以降低人们的决策难度并增加其决策信心,发挥积极作用。然而,在某种特殊的情况下,由于心理逆反的存在,推荐有可能发挥消极的作用,消费者不仅不接受推荐,还会故意选择与推荐相反的产品。网络口碑推荐作为一种特殊的推荐形式,对消费者的购买决策具有重大意义。有研究指出,消极网络口碑推荐比积极网络口碑推荐对消费者的购买决策具有更大的影响力。因此,对消极网络口碑推荐的研究便成为学术界关注的焦点。而本文主要研究的就是消极网络口碑推荐所导致的消费者的逆反效应。本文通过对国内外关于消极网络口碑推荐、心理逆反的相关文献进行整理分析,提出研究假设,并通过实验研究探讨消极网络口碑推荐所导致的消费者的逆反效应。本研究以手机为实验对象,主要探讨三个问题：(1)具有初始偏好的消费者,接收到不同内容的消极网络口碑推荐,是否会产生不同程度的逆反效应；(2)具有初始偏好的消费者,其逆反倾向性的不同,是否会产生不同程度的逆反效应；(3)具有初始偏好的消费者,其逆反倾向性的不同,对于不同内容的消极网络口碑推荐,是否会产生不同程度的逆反效应。实验结果表明：(1)具有初始偏好的消费者,接收到的消极网络口碑推荐内容为主观推荐型时所产生的逆反效应,大于为客观评价型时所产生的逆反效应。(2)具有初始偏好的消费者,逆反倾向性高的所产生的逆反效应大于逆反倾向性低的所产生的逆反效应。(3)具有初始偏好的消费者,其逆反倾向性的不同,接收到不同内容的消极网络口碑推荐时,所产生的逆反效应有显著差别。最后,结合本文的研究结论,提出企业进行消极网络口碑管理的建议,并指出本文的研究局限和未来研究方向。更多还原

【Abstract】 In daily life, we receive various of recommendations. When facing many choices, recommendation can reduce people’s decision-making difficulty and increase its decision confidence, play an active role. However, in some special cases, due to the existence of psychological reactance, recommendation may play a negative role, Consumers not only do not accept the recommendation, but also deliberately choose the contrary.IWOM(Internet word-of-mouth) is one of special kind recommendations, it plays a big role in consumers’decision-making process. Some studies have pointed out that the impact of negative IWOM recommendations is greater than positive IWOM recommendations on consumers’decisions. Therefore, the negative IWOM recommendations become the focal point of academic research. This study will manly focus on negative IWOM recommendations caused antagonistic effect on consumers’ decision-making.This study based on reviewing, analyzing domestic and foreign research pertaining to negative IWOM recommendations and psychological Resistance to provide research hypotheses, otherwise using experimental method to investigate the consumers’contrary effect caused by negative IWOM recommendations. This study used mobile phone as experimental object, mainly discussed three questions:(1) in the case of the consumers who have initial preference whether occur different degree of resistance effects after receive the different content of negative IWOM recommendation;(2) Between the consumers who have initial preference and their antagonistic tendencies are the different, whether occur different degree of resistance effects;(3) in the case of the consumer who have initial preference and their antagonistic tendencies are the different whether occur different degree of resistance effects after receive different content of negative IWON recommendations.Experimental results show that:(1) in the case of the consumers who have initial preference after receive negative IWOM recommendation as subjective recommendations will occur resistance effect is bigger than resistance effect occurred by receiving objective recommendations;(2) with the consumers who have initial preference, in the case of the consumers who have higher antagonistic tendency will occur bigger resistance effect than the consumers who have lower antagonistic tendency;(3) in the case of the consumer who have initial preference and their antagonistic tendencies are the different, the occurred resistance effects have significant differences after the consumers receive different content of negative IWON recommendations.Finally, this study combined with this research conclusion, proposed enterprise negative reputation management, and points out the advice the limitations and future research direction.更多还原