负面事件中的品牌网络口碑溢出效应研究——以“圆通夺命快递”事件为例

发布时间：2018-03-30 05:20

本文选题：负面事件　切入点：网络口碑　出处：《现代图书情报技术》2015年10期

【摘要】：【目的】研究网络口碑对企业品牌的溢出效应,为企业及时调整公关策略应对风险提供依据。【方法】利用信息熵建立负面事件中网络口碑溢出效应评价指标体系,以"圆通夺命快递"事件为例,对网络口碑溢出效应方向与强度进行对比分析。【结果】实证结果表明,用户在整个事件发展过程中具有强烈的负面情感倾向;事件对竞争品牌的溢出效应强度和方向各有不同,负面溢出效应强度高于正面溢出效应;负面溢出效应的持续时间比正面溢出效应长。【局限】未研究事件对其他行业相关品牌的溢出效应。【结论】提出的网络口碑溢出效应指标体系可用于监测网络口碑溢出效应方向和强度。
[Abstract]:[objective] to study the spillover effect of network word-of-mouth on enterprise brand, and to provide the basis for enterprises to adjust public relations strategy to deal with risks in time. [methods] using information entropy to establish the evaluation index system of network word-of-mouth spillover effect in negative events.Taking the case of "Yuantong death Express" as an example, this paper makes a comparative analysis on the direction and intensity of the spillover effect of network word of mouth. [results] the empirical results show that the users have strong negative emotional tendency in the whole process of development of the event;The intensity and direction of spillover effect of event on competitive brand are different, and the intensity of negative spillover effect is higher than that of positive spillover effect.The duration of negative spillover effect is longer than that of positive spillover effect. [limitation] the spillover effect of events on other industry related brands has not been studied. [conclusion] the index system of network word-of-mouth spillover effect can be used to monitor the network.Word of mouth spillover effect direction and intensity.
【作者单位】：四川大学商学院;
【基金】：四川大学中央高校基本科研业务费项目“基于中文微博的负面情绪预警研究”(项目编号:skqy201406)的研究成果之一
【分类号】：G206

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