在线品牌社群中负性消费者品牌互动量表开发与检验

摘要/Abstract

摘要： 负性消费者品牌互动虽然引发了人们的关注,但目前大都从消费者品牌互动的负效价角度开展研究,而且其逻辑框架依旧不甚清晰,同时缺乏测量量表,难以为企业的品牌危机提供预警。本文利用扎根理论的编码技术对在线品牌社群中的负面评论进行编码,在此基础上界定了负性消费者品牌互动的本质涵义,遵循科学程序开发了在线品牌社群负性消费者品牌互动量表,调研数据分析结果表明该量表具有良好的信度和效度,为后续的实证研究提供了测量量表,也为企业的品牌管理提供了诊断工具。

关键词: 在线品牌社群, 负性消费者品牌互动, 量表开发, 编码技术

Abstract: Negative consumer brand engagement has aroused scholars’ attention, but most of the researches were carried out from the aspect of negatively-valenced consumer brand engagement, and its logical framework is still unclear. More importantly, there is a lack of measurement scale, which makes it improbable to provide early warning for the brand crisis. To address these limitations, the coding technique of grounded theory is adopted to encode the negative comments in online brand community. On this basis, this paper abides by scientific procedures, defines the essential construct of negative consumer brand engagement, and develops negative consumer brand engagement scale (NCBE) in online brand community. The empirical results show that the scale, featured by superior reliability and validity, provides a measurement scale for the follow-up empirical researches and also provides managers with a new diagnostic tool in the management practice.

Key words: online brand community, negative consumer brand engagement, scale development, coding technique

袁登华, 谢一帆. 在线品牌社群中负性消费者品牌互动量表开发与检验[J]. 管理评论, 2022, 34(11): 118-132.

Yuan Denghua, Xie Yifan. Scale Development and Validation of Negative Consumer Brand Engagement in Online Brand Community[J]. Management Review, 2022, 34(11): 118-132.

参考文献

[1] Gambetti R. C., Graffigna G., Biraghi S. The Grounded Theory Approach to Consumer-brand Engagement:The Practitioner' s Standpoint[J]. International Journal of Market Research, 2012,54(5):659-687
[2] Hollebeek L. D. Exploring Customer Brand Engagement:Definition and Themes[J]. Journal of Strategic Marketing, 2011,19(7):555-573
[3] Bowden J. L. The Process of Customer Engagement:A Conceptual Framework[J]. Journal of Marketing Theory and Practice, 2009,17(1):63-74
[4] van Doorn J., Lemon K. N., Mittal V., et al. Customer Engagement Behavior:Theoretical Foundations and Research Directions[J]. Journal of Service Research, 2010,13(3):253-266
[5] Mirbagheri S., Najmi M. Consumers' Engagement with Social Media Activation Campaigns:Construct Conceptualization and Scale Development[J]. Psychology & Marketing, 2019,36(4):376-394
[6] Do D. K. X., Rahman K., Robinson L. J. Determinants of Negative Customer Engagement Behaviours[J]. Journal of Services Marketing, 2019,34(2):117-135
[7] Chevalier J. A., Mayzlin D. The Effect of Word of Mouth on Sales:Online Book Reviews[J]. Journal of Marketing Research, 2006,43(3):345-354
[8] Azer J., Alexander M. J. Conceptualizing Negatively Valenced Influencing Behavior:Forms and Triggers[J]. Journal of Service Management, 2018,29(3):468-490
[9] 张初兵,张宇东,张卓,等. 消费者社交媒体抱怨:研究述评与展望[J]. 外国经济与管理, 2020,42(12):72-88
[10] Corstjens M., Umblijs A. The Power of Evil:The Damage of Negative Social Media Strongly Outweigh Positive Contributions[J]. Journal of Advertising Research, 2012,52(4):433-449
[11] Brodie R. J., Hollebeek L. D., Juric' B., et al. Customer Engagement:Conceptual Domain, Fundamental Propositions, and Implications for Research[J]. Journal of Service Research, 2011,14(3):252-271
[12] Brodie R. J., Fehrer J. A., Jaakkola E., et al. Actor Engagement in Networks:Defining the Conceptual Domain[J]. Journal of Service Research, 2019,22(2):173-188
[13] Dessart L., Veloutsou C., Morgan-thomas A. Consumer Engagement in Online Brand Communities:A Social Media Perspective[J]. Journal of Product & Brand Management, 2015,24(1):28-42
[14] Hollebeek L. D., Glynn M. S., Brodie R. J. Consumer Brand Engagement in Social Media:Conceptualization, Scale Development and Validation[J]. Journal of Interactive Marketing, 2014,28(2):149-165
[15] 宁连举,刘茜,张普宁. 基于社会偏好的网络社群中顾客契合演化研究[J]. 科研管理, 2017,38(9):150-160
[16] 朱翊敏,于洪彦. 顾客融入行为与共创价值研究述评[J]. 管理评论, 2014,26(5):111-119
[17] 郑君君,刘春燕,沈校亮,等. 基于使用与满足理论的社交媒体用户参与研究——考虑问题性使用的中介作用和性别的调节作用[J]. 技术经济, 2017,36(1):123-129
[18] Pansari A., Kumar V. Customer Engagement:The Construct, Antecedents, and Consequences[J]. Journal of the Academy of Marketing Science, 2017,45(3):294-311
[19] Brodie R. J., Ilic A., Juric B., et al. Consumer Engagement in a Virtual Brand Community:An Exploratory Analysis[J]. Journal of Business Research, 2013,66(1):105-114
[20] 张君慧,邵景波. 在线品牌社区负面顾客契合演化过程:是愈演愈烈? 还是否极泰来?[J]. 科学决策, 2020,27(5):44-61
[21] Naumann K., Bowden J. L., Gabbott M. Exploring Customer Engagement Valences in the Social Services[J]. Asia Pacific Journal of Marketing and Logistics, 2017,29(4):890-912
[22] Dolan R., Conduit J., Fahy J., et al. Social Media Engagement Behaviour:A Uses and Gratifications Perspective[J]. Journal of Strategic Marketing, 2016,24(3-4):261-277
[23] Bowden J. L., Gabbott M., Naumann K. Service Relationships and the Customer Disengagement-Engagement Conundrum[J]. Journal of Marketing Management, 2015,31(7-8):774-806
[24] Obilo O. O., Chefor E., Saleh A. Revisiting the Consumer Brand Engagement Concept[J]. Journal of Business Research, 2021, 126:634-643
[25] Fournier S., Alvarez C. Brands as Relationship Partners:Warmth, Competence, and In-between[J]. Journal of Consumer Psychology, 2012,22(2):177-185
[26] Bowden J. L., Conduit J., Hollebeek L. D., et al. Engagement Valence Duality and Spillover Effects in Online Brand Communities[J]. Journal of Service Theory and Practice, 2017,27(4):877-897
[27] Habibi M. R., Laroche M., Richard M. The Roles of Brand Community and Community Engagement in Building Brand Trust on Social Media[J]. Computers in Human Behavior, 2014,37(1):152-161
[28] Yuan D., Lin Z., Filieri R., et al. Managing the Product-harm Crisis in the Digital Era:The Role of Consumer Online Brand Community Engagement[J]. Journal of Business Research, 2020,115:38-47
[29] Hennig-thurau T., Gwinner K. P., Walsh G., et al. Electronic Word-of-mouth via Consumer-opinion Platforms:What Motivates Consumers to Articulate Themselves on the Internet?[J]. Journal of Interactive Marketing, 2004,18(1):38-52
[30] Naumann K., Bowden J. L., Gabbott M. Expanding Customer Engagement:The Role of Negative Engagement, Dual Valences and Contexts[J]. European Journal of Marketing, 2020,54(7):1469-1499
[31] Baldus B. J., Voorhees C., Calantone R. Online Brand Community Engagement:Scale Development and Validation[J]. Journal of Business Research, 2015,68(5):978-985
[32] Dessart L., Veloutsou C., Morgan-thomas A. Capturing Consumer Engagement:Duality, Dimensionality and Measurement[J]. Journal of Marketing Management, 2016,32(5-6):399-426
[33] Rodrigues C., Brandão A., Rodrigues P. I can't Stop Hating You:An Anti-brand-community Perspective on Apple Brand Hate[J]. Journal of Product and Brand Management, 2020,30(8):1115-1133
[34] 朱天,张诚,齐向楠. "圈子"概念下网络意见领袖的本土化致思——基于虚拟社区"百度贴吧"的实证分析[J]. 西南民族大学学报(人文社科版), 2018,39(3):131-136
[35] 贾旭东,衡量. 扎根理论的"丛林"、过往与进路[J]. 科研管理, 2020,41(5):151-163
[36] Hollebeek L. D., Chen T. Exploring Positively-versus Negatively-valenced Brand Engagement:A Conceptual Model[J]. Journal of Product & Brand Management, 2014,23(1):62-74
[37] Lazarus R. S. Emotion and Adaptation[M]. New York:Oxford University Press, 1991
[38] 涂铭,景奉杰,汪兴东. 产品伤害危机中的负面情绪对消费者应对行为的影响研究[J]. 管理学报, 2013,10(12):1823-1832
[39] 吴明隆,涂金堂. SPSS与统计应用分析(第1 版)[M]. 大连:东北财经大学出版社, 2012
[40] Everitt B. S. Multivariate Analysis:The Need for Data, and Other Problems[J]. British Journal of Psychiatry, 1975,126(3):237-240
[41] Bagozzi R. R., Yi Y. On the Evaluation of Structural Equation Models[J]. Journal of the Academy of Marketing Science, 1988, 16(1):74-94
[42] Fornell C., Larcker D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research, 1981,18(1):39-50
[43] 邱皓政. 量化研究与统计分析——SPSS(PASW)数据分析范例解析(第1版)[M]. 重庆:重庆大学出版社, 2013
[44] Henseler J., Ringle C. M., Sarstedt M. A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling[J]. Journal of the Academy of Marketing Science, 2015,43(1):115-135
[45] 朱振中,李晓丹,程钧谟. 基于品牌至爱的品牌忠诚形成机制研究[J]. 外国经济与管理, 2014,36(11):33-44
[46] Lee Y. H., Wei C. F., Lee B. C. Y., et al. Consumer Brand Engagement in the US-China Trade War[J]. Asia Pacific Journal of Marketing and Logistics, 2021,34(1):75-90
[47] Leckie C., Nyadzayo M. W., Johnson L. W. Antecedents of Consumer Brand Engagement and Brand Loyalty[J]. Journal of Marketing Management, 2016,32(5-6):558-578
[48] Gebauer J., Füller J., Pezzei R. The Dark and the Bright Side of Co-creation:Triggers of Member Behavior in Online Innovation Communities[J]. Journal of Business Research, 2013,66(9):1516-1527
[49] 徐小龙,苏勇. 产品伤害危机下消费者-品牌关系再续——一个投入模型视角[J]. 经济管理, 2015,37(5):85-96
[50] Berndt A., Petzer D. J., Mostert P. Brand Avoidance——A Services Perspective[J]. European Business Review, 2019,31(2):179-196
[51] Labrecque L. I. Fostering Consumer-brand Relationships in Social Media Environments:The Role of Parasocial Interaction[J]. Journal of Interactive Marketing, 2014,28(2):134-148
[52] Grégoire Y., Fisher R. J. The Effects of Relationship Quality on Customer Retaliation[J]. Marketing Letters, 2006,17(1):31-46
[53] Grégoire Y., Tripp T. M., Legoux R. When Customer Love Turns into Lasting Hate:The Effects of Relationship Strength and Time on Customer Revenge and Avoidance[J]. Journal of Marketing, 2009,73(6):18-32
[54] 刘斯漫,刘柯廷,李田田,等. 大学生正念对主观幸福感的影响:情绪调节及心理弹性的中介作用[J]. 心理科学, 2015,38(4):889-895
[55] 温忠麟,黄彬彬,汤丹丹. 问卷数据建模前传[J]. 心理科学, 2018,41(1):204-210
[56] Romani S., Grappi S., Bagozzi R. P. My Anger Is Your Gain, My Contempt Your Loss:Explaining Consumer Responses to Corporate Wrongdoing[J]. Psychology & Marketing, 2013,30(12):1029-1042
[57] 张辉,白长虹,牛振邦. 顾客契合研究前沿探析[J]. 中大管理研究, 2015,10(1):138-162