摘要
随着互联网经济的发展，市场竞争日益激烈，消费者在进行消费决策时，往往有
众多品牌可供选择。为实现自身购买价值的相对最大化，消费者在网购前主要进行两
方面的信息收集，一是来自企业的商业信息（如广告），二是来自其他消费者的非商
业信息（如口碑）。其中，前者主要是企业通过自身主动地宣传推广，塑造品牌形象，
提高顾客对该产品价值的感知，降低顾客的感知风险；后者主要是来自与顾客具有一
定同质性的、不受商家控制的其他消费者，因此更能取得消费者的信任，从而通过影
响顾客的风险感知等对其购买行为产生影响

互联网的发展为消费者提供了一个商品信息搜集与发送的平台，一些消费者将自
身对产品的消费体验或评价以文字、图片或者视频的形式发布在网络平台上供其他消
费者参考借鉴，便产生了网络口碑。网络口碑，尤其是负面网络口碑借助网络载体，
突破了传统口碑时间与空间的限制，成为影响顾客消费决策的重要信息因素

本次研究以前人的研究为基础，构建了负面网络口碑对顾客品牌转换意愿的影响
模型。其中，本次研究使用的测量量表是在现有的成熟量表的基础上，进行小组访谈
加以修正后，经过小范围预调研调整后编制而成。综合利用网络渠道（QQ、微信和
问卷星等）和实地发放的方式进行数据的回收。利用Amos21.0以及Spss21.0等统计分
析软件进行数据处理，验证了负面网络口碑各个特征与顾客品牌转换意愿的影响关
系，此外顾客感知风险的中介效应和品牌形象的调节效应同样得到验证

关键词：负面网络口碑；感知风险；品牌转换意愿；品牌形象
作者：周红
指导老师：方健雯II
The Study on the Influence of Negative Internet
Word-of-mouth on Brand Switching Intention
Abstract
With the development of commodity economy and growing capacity, consumers are
always faced with lots of alternative brands when they make decisions. To maximize their
own purchase value relatively, consumers mainly collect two aspects of information before
purchasing, one is business information from enterprises.(e.g. advertisements), and the
other is non-business information from other consumers. (e.g. word of mouth).Among
them, the former refers to promotion made by enterprises themselves, which can shape
their own brand image, improve consumers’ perceived value of the product and reduce
perceived risk. The latter is mainly from other consumers with a certain homogeneity, not
controlled by businesses. Therefore, it can obtain consumers’ trust more easily, influencing
purchasing behaviors through the effect on consumers’ perceived risk. The development of
Internet technology provides a platform for consumers to collect and send commodity
information. Internet Word of Mouth, especially negative Internet Word of Mouth, breaks
through the limitation of traditional word of mouth with the aid of the network, which has
become an important factor when consumers make decisions.
On the basis of existing research results, the study builds a model about the effects of
Internet Word of Mouth on brand switch intention of consumers with online shopping
groups as the object of this research. Based on the mature scale and the modification by
group interviews, we build the scale of this study, which is used to collect data through two
different ways, networks and field distribution. After data collection, statistics software,
such as Spss21.0 and Amos21.0, are used for data analysis to verify that the impact of
different characteristics of negative Internet Word of Mouth on brand switch intention of
consumers. In addition, the mediating effect of consumers’ perceived risk and the
moderating effect of brand image are also verified.
Key words: negative Internet Word of Mouth; perceived risk; brand switching
intention; brand image
Written by Zhou Hong
Supervised by Fang Jianwen
目录
第 1 章 绪论 ··1
1.1 研究背景 ·1
1.1.1 实践背景 ··1
1.1.2 理论背景 ··2
1.2 研究目标 ·3
1.3 研究内容 ·4
1.4 研究方法 ·5
1.4.1 定性研究 ··5
1.4.2 定量研究 ··5
1.5 研究意义 ·6
1.5.1 实践意义 ··6
1.5.2 理论意义 ··6
1.6 研究的创新性 ·6
第 2 章 文献综述 ··8
2.1 相关概念研究 ·8
2.1.1 负面网络口碑 ··8
2.1.2 感知风险 ··9
2.1.3 品牌转换意愿10
2.2 网络口碑、感知风险与品牌转换的关系研究 ·· 11
2.2.1 网络口碑与感知风险的关系研究11
2.2.2 网络口碑与品牌转换的关系研究12
2.2.3 感知风险与品牌转换的关系研究14
2.2.4 品牌形象的调节作用14
第 3 章 研究假设与模型构建 17
3.1 假设的提出 ·· 17
3.1.1 负面网络口碑与感知风险17
3.1.2 感知风险与品牌转换意愿17
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3.1.3 负面网络口碑与品牌转换意愿18
3.1.4 感知风险的中介效应
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