在脸书上营销健康品牌：反应图标和用户评论对品牌态度、信任、购买意愿及电子口碑意愿的影响。
Marketing a health Brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention.
作者信息
Lee Yen-I, Phua Joe, Wu Tai-Yee
机构信息
The Edward R. Murrow College of Communication, Washington State University, Pullman, Washington, USA.
Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA.
出版信息
Health Mark Q. 2020 Apr-Jun;37(2):138-154. doi: 10.1080/07359683.2020.1754049. Epub 2020 Apr 14.
This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as potential moderating effects of SNS use. Results of a 3 (reaction icons: positive/neutral/negative) × 3 (valence of comments: positive/neutral/negative) between-subjects experiment ( = 306) indicated that positive Facebook reaction icons significantly influenced brand attitude, trust, purchase intention, and eWOM intention, while neutral comments significantly impacted brand attitude and trust. The degree of SNS use also negatively moderated between reaction icon valence and eWOM intention. Implications for health marketing communication are discussed.
本研究考察了脸书反应图标和用户评论对健康品牌的品牌态度、信任、信息搜索、购买意愿和电子口碑意愿的影响，以及社交网络服务（SNS）使用的潜在调节作用。一项3（反应图标：正面/中性/负面）×3（评论效价：正面/中性/负面）的组间实验（n = 306）结果表明，脸书正面反应图标显著影响品牌态度、信任、购买意愿和电子口碑意愿，而中性评论显著影响品牌态度和信任。SNS的使用程度在反应图标效价和电子口碑意愿之间也起到负向调节作用。文中讨论了对健康营销传播的启示。
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