网络负面谣言与品牌依恋:品牌涉入与品牌信任的作用

发布时间：2018-04-02 01:13

本文选题：网络负面谣言　切入点：品牌信任　出处：《经济管理》2015年09期

【摘要】：互联网及智能手机的普及在便利企业进行营销传播的同时,也带来了网络负面谣言的困扰。然而,当前国内外学者对网络负面谣言的研究主要集中在政府公共事件的探讨,鲜有对企业经营者在品牌管理时如何应对网络负面谣言进行深入探讨。因此,本文以我国某高校任意选修课程的201名大学生为实证研究对象,对网络负面谣言、品牌信任以及品牌依恋在消费者品牌涉入情景下的关系进行实证研究,以了解网络负面谣言是否及如何对消费者的品牌依恋产生影响,并探讨其中的作用机制。通过对问卷调查数据进行层级回归分析发现:(1)网络负面谣言会显著性降低消费者原有消费品牌的信任,继而降低对品牌的依恋程度,品牌信任在网络负面谣言与品牌依恋关系中起完全中介作用;(2)相对于低品牌涉入的消费者,品牌涉入程度高的消费者更能抵制网络负面谣言的影响,高品牌涉入消费者较少因为网络负面谣言而降低其对原有消费品牌的信任。由此说明,在互联网时代,企业应加大信息化建设,成立互联网舆情监管部门加强网络监督,利用互联网的即时互动特性加强与消费者的沟通;而在网络负面谣言负面影响的防范中,应着重加强消费者品牌涉入程度的评估与管理,促使消费者能够对所消费品牌的企业文化、品牌文化和产品信息有足够的了解,从而提升其对品牌的涉入程度,在网络负面谣言面前能够保持独立的思考能力和负面作用免疫能力;而当网络负面谣言发生的时候,企业应当制定各种措施提升消费者品牌信任,包括加强品牌产品权威机构认证、公布产品生产流程视频、邀请消费者免费参观生产现场、举办产品(行业)信息公益讲座等,让消费者对品牌产品进行更深入的了解,从而加强对品牌的信任和依恋。
[Abstract]:The popularity of the Internet and smart phones not only facilitates the marketing and dissemination of enterprises, but also brings about negative rumors on the Internet.However, at present, scholars at home and abroad mainly focus on the discussion of the public affairs of the government, and seldom probe into how to deal with the negative rumors in the brand management.Therefore, this paper takes 201 college students who take arbitrary courses in a certain university in our country as the empirical research object, and makes an empirical study on the relationship among negative rumors, brand trust and brand attachment in the context of consumer brand involvement.In order to understand whether and how the negative rumors influence the brand attachment of consumers, and to explore the mechanism of the negative rumors.Through the hierarchical regression analysis of the questionnaire data, we find that the negative rumors on the Internet will significantly reduce the trust of the consumer brand, and then reduce the degree of attachment to the brand.Brand trust plays a full intermediary role in the relationship between online negative rumors and brand attachment.) compared with consumers with low brand involvement, consumers with high brand involvement can resist the influence of network negative rumors.High brands involve consumers less because of negative online rumors and reduce their trust in the original consumer brand.Therefore, in the Internet era, enterprises should strengthen the information construction, set up the supervision department of Internet public opinion to strengthen the network supervision, and use the real-time interactive characteristic of the Internet to strengthen the communication with consumers.In the prevention of the negative influence of the negative rumors on the Internet, we should focus on strengthening the evaluation and management of the involvement of consumer brands, so as to promote consumers to have a good understanding of the corporate culture, brand culture and product information of the brands they consume.In order to enhance its involvement in the brand, in the face of negative online rumors can maintain independent thinking and negative immune ability; and when the network negative rumors occur,The enterprise shall formulate various measures to enhance consumer brand trust, including strengthening the certification of the brand product authority, publishing the video of the product production process, inviting consumers to visit the production site free of charge, and holding public lecture on product (industry) information, etc.Let the consumer to brand product deeper understanding, thus strengthening the brand trust and attachment.
【作者单位】：中国人民大学商学院;
【基金】：国家自然科学基金项目“我国企业体验营销的价值创造及其运行机理研究”(70972133)
【分类号】：F274

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