微博中的品牌危机信息转发意愿研究
Forwarding willingness of brand crisis message in micro blogs

摘要 本研究通过一项2×2×2的控制实验，检验了在微博的使用情境中，消费者的品牌承诺（高vs.低）、品牌危机信息的诊断性（高vs.低），以及消费者的自我呈现满足（自我形象提升vs.非自我形象提升）三者之间的交互作用对于危机信息转发意愿的影响。结果表明，对于低品牌承诺的消费者来说，危机信息的诊断性作为“中枢路径”因素，对消费者的信息转发意愿产生主要的影响；而对于高承诺的消费者来说，由于品牌情感的抵抗作用，信息诊断性的加强并不足以显著提升其转发意愿，只有当转发行为能满足消费者的自我呈现需求，即有助于提升其自我形象时，他们才更愿意转发高诊断性的品牌危机信息。
Based on a 2×2×2 experiment, this article aims to explore how in the context of micro blogs consumers commitments toward the brand (high vs. low), the diagnosticity of brand crisis message (high vs. low) and consumer’s desire of self-presentation satisfaction (self improving vs. non-self improving) influence their willingness of forwarding the message. Our findings reveal that for low brand commitment consumers, message diagnosticity plays the role of central route and affects forwarding willingness of crisis message to a greater extent. By contrast, for those high-commitment consumers, whether the message is diagnostic or not is insufficient in encouraging them to forward it, and they are more willing to forward the high-diagnosticity message only when forwarding behavior satisfies their desire of self-presentation