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首页> 外文期刊>Journal of marketing communications >Thiscompanysucks.com: the use of the Internet in negative consumer-to-consumer articulations
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Thiscompanysucks.com: the use of the Internet in negative consumer-to-consumer articulations

机译：Thiscompanysucks.com：在负面的消费者对消费者的表述中使用互联网

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摘要

The Internet has provided a forum through which consumers who are dissatisfied with various companies can vent their anger towards these corporations. A number of World Wide Web (WWW) sites have cropped up on the Internet, their specific aim being the fomenting of negative communication about companies: these are known as corporate complaint WWW sites. Little research has been conducted on negative on-line consumer-to-consumer articulations and the possible impact that these might have on consumers' perceptions and attitudes. This paper attempts to foster discussion on the use of the Internet in facilitating consumer-to-consumer communication, particularly negative communication. First, background information on corporate complaint WWW sites is provided. Then, a survey that was conducted in order to glean information on consumer knowledge of and responses to these kinds of WWW sites is discussed. The results indicate that, among the population used in this study, the awareness of corporate complaint WWW sites was moderate. However, when respondents were aware of them, they were likely to visit them. Social influence plays a role in influencing awareness and prompting visits to corporate complaint WWW sites. In addition, an individual difference factor, attitudes towards complaining, influenced the kinds of activities in which the respondents engaged when they visit corporate complaint WWW sites. Future research directions are proposed.
机译：互联网提供了一个论坛，通过该论坛，对各种公司不满意的消费者可以发泄对这些公司的愤怒。 Internet上已经出现了许多万维网（WWW）网站，它们的特定目的是煽动与公司之间的负面沟通：这些网站称为公司投诉WWW网站。关于消极的在线消费者对消费者的表达及其对消费者的看法和态度可能产生的影响，研究很少。本文试图促进有关使用互联网促进消费者对消费者交流（尤其是负面交流）的讨论。首先，提供有关公司投诉WWW网站的背景信息。然后，讨论了一项调查，目的是收集有关此类WWW网站的消费者知识和响应的信息。结果表明，在本研究使用的人群中，公司投诉WWW网站的意识是中等的。但是，当受访者知道它们时，他们可能会访问它们。社会影响力在影响意识和促使访问公司投诉WWW网站方面发挥着作用。此外，个人差异因素（对投诉的态度）影响了受访者访问公司投诉WWW网站时进行的活动类型。提出了未来的研究方向。

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