社交媒体服务补救透明对虚拟在线他人购买意愿的影响：品牌资产的调节作用

江西财经大学学报 ›› 2021, Vol. 0 ›› Issue (4): 41-50.

社交媒体服务补救透明对虚拟在线他人购买意愿的影响：品牌资产的调节作用

杨慧¹, 康海燕^1,2

1.江西财经大学工商管理学院,江西南昌 330013;
2.上海商学院工商管理学院,上海 200235

收稿日期:2020-09-07 修回日期:2020-12-09 出版日期:2021-07-25 发布日期:2021-08-09
通讯作者: 康海燕,江西财经大学博士研究生,上海商学院讲师,主要从事市场营销学研究,联系方式luckykhy@126.com。
作者简介:杨慧,江西财经大学教授,博士生导师,主要从事市场营销学研究。
基金资助:
国家社会科学基金项目“新零售时代我国实体零售业的商业模式、质量测度与优化”（18BGL115）; 国家自然科学基金项目“电商感官补偿激励及策略研究：概念隐喻视角”（719620009）; 江西省高校人文社会科学研究项目“人工智能产品负面体验形成机理研究：自主权冲突视角”（GL20114）; 江西省社会科学基金项目“生鲜农产品全渠道转型中顾客契合的影响机理研究”（20GL11）

The Impact of Transparent Social Media Service Remedy on the Purchase Intention of Virtually Present Others: The Role of Brand Equity

YANG Hui¹, KANG Hai-yan^1,2

1. Jiangxi University of Finance and Economics, Nanchang 330013;
2. Shanghai Business School, Shanghai 200235, China

Received:2020-09-07 Revised:2020-12-09 Online:2021-07-25 Published:2021-08-09

摘要/Abstract

摘要： 越来越多的消费者用社交媒体公开表达自己的抱怨,许多商家把社交媒体上的抱怨转移至线下处理。商家私下处理消费者抱怨是一种最优选择吗?基于信号理论和观察学习理论,通过3个实验研究社交媒体服务补救透明对虚拟在线他人购买意愿的影响。研究发现,相较于不透明,社交媒体服务补救透明正向影响虚拟在线他人购买意愿,服务质量感知是其内在机制,品牌资产发挥调节作用。相较于高品牌资产商家,低品牌资产商家在社交媒体采用服务补救透明更能显著提高虚拟在线他人的服务质量感知和购买意愿。研究结论对商家处理社交媒体上的消费者抱怨有可借鉴作用。

关键词: 服务补救, 透明, 品牌资产, 虚拟在线他人

Abstract: Customers are increasingly using social media to voice their complaints openly, thus many companies seek to shift those complaints in social media to be handled off-line. Is it an optimal choice for companies to deal with the complaints of customers in secret? Based on the signal theory and the observational learning theory, this paper carries out three experiments to study the impact of transparent social media service remedy on the purchase intention of virtually present others. The findings show that, compared with the non-transparent, transparent social media service remedy can positively influence the purchase intention of the virtually present others; the perception of service quality is its internal mechanism, and the brand equity can play the regulatory role. Compared with the companies with higher brand equity, the companies with lower brand equity can more significantly improve the service quality perception and purchase intention of the virtually present others by adopting transparent service remedies in social media. This conclusion has certain reference value for companies to deal with customers' complaints in social media.

Key words: service remedy, transparent, brand equity, virtually present others

中图分类号:

F713.3

杨慧, 康海燕. 社交媒体服务补救透明对虚拟在线他人购买意愿的影响：品牌资产的调节作用[J]. 江西财经大学学报, 2021, 0(4): 41-50.

YANG Hui, KANG Hai-yan. The Impact of Transparent Social Media Service Remedy on the Purchase Intention of Virtually Present Others: The Role of Brand Equity[J]. Journal of Jiangxi University of Finance and Economics, 2021, 0(4): 41-50.

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