| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 107 === The current consumption pattern has already belonged to the inter-generational online consumption model, and the company has spared no effort in the operation of the online community (such as the Facebook fan group). For consumers, word-of-mouth comments on the Internet can be quite influential, especially if negative word-of-mouth influences more than positive word of mouth. Therefore, when companies face negative comments on the online community, it is worthwhile to explore.
Most of the previous research has focused on solving the emotions or needs of negative reviewers(賴姵君, 2013; Fiske, 1980; Herr, Kardes, & Kim, 1991). But because negative comments on the Internet and corporate responses dont disappear without any reason, the way companies respond can be extended to affecting bystanders. Research in this area is relatively lacking. From practical observations and literature(Fiske, 1980; Lee & Song, 2010; Ohbuchi, Kameda, & Agarie, 1989), we can find that companies respond to negative reviews, do not respond, apologize, compensate the parties or Remedy and propose improvement measures. However, is the impact of these response strategies on the attitudes of spectators in the online community? How should we choose which response strategy to make the spectator’s attitude positive? From the perspective of the consumer The response strategy is the focus of this study.
Based on the theory of fairness and the perspective of agency learning, this study proposes the conceptual framework of Figure 1 below. We believe that different negative feedback motives mean that negative critics themselves want to meet different needs, companies should respond accordingly, and spectators will think that they are fair, and that corporate responses will be seen by proxy learning. Consumers have a corresponding attitude. Therefore, this study establishes the hypothesis 1. The corporate response strategy will affect the attitude of the bystander; hypothesis 2. The impact of the corporate response strategy on the attitude of the bystander will be regulated by the negative commentary motivation.
This study used a two-factor experimental design method to study durable products and consumables. The number of samples in the study was 432, and the actual valid questionnaires for consumables (beverages) were 432, and the actual effective questionnaires for durable goods (clothes) were 472.
The results of the study show that the two hypotheses are significant in consumables and durable goods, and the first hypothesis is verified.
Bystanders in the online community do have a significantly different attitude because of the way companies respond to negative reviews. Further exploration, we can find that the two strategies of "providing improvement measures" and "remediation/repayment" can get a better attitude; the other is an apology, and the worst response is "denial is a problem of the enterprise" And "Do not respond". The second hypothesis also validates the regulatory role of negative motivation, and the regulation of durable goods and consumables is not the same.
In the various situations of durable goods and consumables, consumables are more likely to apologize. The reason may be that durable goods are high-priced goods relative to consumables. For bystanders, when products have problems, the cost of durable goods is lost. It will be higher than consumables, so durable goods can not be used to apologize, and consumables are less expensive due to loss, so bystanders can accept the industrys first apology.
When a company responds to a negative comment without satisfying the negative evaluators motives perceived by the spectator, the spectator will not only produce a poor attitude, but in practice it can often be seen to cause the spectator to make comments under the comment. A message to damage the reputation of the company. Therefore, this study believes that this issue needs to be concerned. It is recommended that enterprises should have an insight into the motives of consumers when they go online for negative comments. Then, depending on the product category, they should take appropriate responses from this study according to their motives, and turn the crisis into a turn. In order to build a better brand attitude for community members.
The focus of this study is on the perspective of consumers. The main contribution is that the response strategies developed include "apology", "compensation/rescue", "proposed improvement", "denial is a problem of manufacturers", " Do not respond to any of the five responses, which is more elaborate than the classification of reconciliation, preparedness, and no action proposed in the study by Lee and Song (2010), and emphasizes the role of motivational adjustments. In practice, it is more differentiated from durable goods. The response of the consumables is different, and the operation of the entire response strategy is more delicate.
Keywords: negative comment motivation, negative word of mouth, corporate response strategy, bystander attitude, online community
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