Department of Communication, College of Liberal Arts and Communication, Arkansas State University, Jonesboro, Arkansas, USA.
Cyberpsychol Behav Soc Netw. 2022 Sep;25(9):605-612. doi: 10.1089/cyber.2021.0352. Epub 2022 Sep 1.
The study ( = 879) investigated underlying mechanisms of the effects of brand feedback (a business' written response) to negative electronic word of mouth (eWOM) messages (e.g., online product reviews) using the theoretical framework of the attribution theory. Findings suggest that brand feedback can positively (via an indirect route) as well as negatively (via a direct route) affect prospective consumers' purchase intentions. Brand feedback positively affects purchase intentions in part through a reduction in consumers' perceptions of the brand's volitional control over the problem (controllability) and long-lasting nature (stability) of the cause of the problem described in a negative eWOM. Brand trust also partially mediates these indirect positive effects.
本研究（ = 879）采用归因理论的理论框架，调查了品牌反馈（企业的书面回复）对负面电子口碑（eWOM）信息（例如在线产品评论）的影响的潜在机制。研究结果表明，品牌反馈可以通过间接途径（通过间接途径）以及直接途径（通过直接途径）对潜在消费者的购买意愿产生积极和消极的影响。品牌反馈通过降低消费者对品牌对负面 eWOM 中描述的问题的意志控制（可控性）和问题起因的持久性质（稳定性）的感知，在一定程度上积极影响购买意愿。品牌信任也部分中介了这些间接的积极影响。
