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首页> 外文会议>International conference on cooperation and promotion of information resources in science and technology >The Individual's Disposition to Trust as a Moderator of the Relationship between Electronic Words-of-mouth and Consumer Brand Attitude
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The Individual's Disposition to Trust as a Moderator of the Relationship between Electronic Words-of-mouth and Consumer Brand Attitude

机译：个人的表现是信任作为口中的主持人的电子话语与消费品牌态度之间的关系

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摘要

With the development of Internet, electronic words-of-mouth (eWOM) becomes an important means for consumers to be familiar with brands. Because of the characteristics of Internet anonymity, the individual's disposition to trust becomes an important variable in studying eWOM. However, research on eWOM spreading is scarce. After differentiating two dimensions of eWOM (positive eWOM and negative eWOM), the author explores the effects of two dimensions of eWOM on consumer brand attitude, and the moderating effects of the individual's disposition to trust. Empirical results show that positive eWOM is positively related to consumer brand attitude, and negative eWOM is negatively related to consumer brand attitude. What's more, the individual's disposition to trust significantly moderates the effect of positive eWOM on brand attitude, specifically, positive eWOM has a positive effect on brand attitude when disposition to trust is high and no significant effect when it is low;the individual's disposition to trust doesn't significantly moderate the effect of negative eWOM on brand attitude. The results of this article provide specific managerial guidelines as to how to take full advantage of positive eWOM to form positive brand attitude and avoid negative eWOM to form negative brand attitude.
机译：随着互联网的发展，电子话语口（EWOM）成为消费者熟悉品牌的重要手段。由于互联网匿名的特点，个人对信任的性格成为研究EWOM的一个重要变量。但是，对EWOM蔓延的研究是稀缺的。在区分EWOM（肯定EWOM和负eWOM）的两个维度之后，提交人探讨了EWOM对消费品牌态度的两个维度的影响，以及个人对信任的调节效应。经验结果表明，积极的EWOM与消费者品牌态度正相关，负面的EWOM与消费者品牌态度负相关。更重要的是，个人对信任的性格显着提高了积极的EWOM对品牌态度的影响，具体而言，当处于信任时，积极的EWOM对品牌态度具有积极影响，当它较低时，没有显着的影响;个人对信任的性格负面影响对品牌态度的影响并不显着缓和。本文的结果提供了具体的管理指南，以如何充分利用积极的EWOM来形成积极的品牌态度，避免负面的EWOM形成负面品牌态度。

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