دانلود مقاله ISI انگلیسی شماره 45002
عنوان فارسی مقاله

بررسی بکارگیری E-WOM منفی: تعهد به برند به عنوان یک مدیر

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
45002 2014 13 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
An examination of negative e-WOM adoption: Brand commitment as a moderator
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Decision Support Systems, Volume 59, March 2014, Pages 206–218

کلمات کلیدی
نظریه اسناد - تعهد به برند - شفاهی الکترونیکی (E-WOM) - اعتبار منبع
پیش نمایش مقاله
پیش نمایش مقاله بررسی بکارگیری E-WOM منفی: تعهد به برند به عنوان یک مدیر

چکیده انگلیسی

This study combines the Yale Model and Attribution Theory to examine the interaction among message, source, receiver characteristics, and receiver perceptions of information credibility. Receivers were examined as to whether negative messages would influence their perception and actual adoption. This was an experimental study that adopted Starbucks as the research context. 502 valid questionnaires were collected. The data analysis results indicated that both consensus and vividness led to information receivers forming external attributions and perceiving information as credible; receiver brand commitment had a moderating effect on both relationships. Additionally, external attributions about writers had a positive and direct relationship with source credibility but not with information credibility. Source credibility had a positive influence on receiver information credibility but not on negative e-WOM adoption. Based on the results and findings, this study suggested that companies should construct their own communication platform to collect negative consumer comments. In terms of brand commitment, they must establish brand commitment through marketing activities and corporate social responsibility policies in order to mitigate the effect of negative e-WOM messages.

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