The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa

被引：42

作者：

Beneke, Justin ^{[1
]}

de Sousa, Simona ^{[2
]}

Mbuyu, Marcelle ^{[2
]}

Wickham, Bradley ^{[2
]}

机构：

[1] Univ Winchester, Winchester Business Sch, Fac Business Law & Sport, Winchester, Hants, England

[2] Univ Cape Town, Sch Management Studies, Fac Commerce, Cape Town, South Africa

来源：

INTERNATIONAL REVIEW OF RETAIL DISTRIBUTION AND CONSUMER RESEARCH | 2016年 / 26卷 / 02期

关键词：

electronic word of mouth; negative reviews; brand equity; purchase intention; product involvement; review quality; source credibility;

D O I：

10.1080/09593969.2015.1068828

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study investigated the effect that negative online customer reviews have on brand equity and purchase intention. This research examined the influence of negative electronic word of mouth (eWOM) on brand equity, as influenced by customer review quality, product involvement and source credibility. A 3 (high quality review versus low quality review versus no review) x 2 (high product involvement versus low product involvement) factorial experiment with 236 respondents was conducted. The results revealed that the presence of negative eWOM has a significant detrimental effect on brand equity and purchase intention. Furthermore, the effect of negative online customer reviews is more detrimental to the brand equity of a high involvement product than a low involvement product. The results also revealed that high quality reviews are more influential than low quality reviews with respect to brand equity, and the difference between the levels of eWOM source credibility has no significant effect on brand equity.

引用

页码：171 / 201

页数：31

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