消费者社交媒体抱怨：研究述评与展望

张初兵; 张卓苹; 韩晟昊; 张宇东

doi:doi:10.16538/j.cnki.fem.20200907.301

/ 期刊集群 / 外国经济与管理

外国经济与管理

主编：李增泉

常务副主编：郑春荣

副主编：阴慧芳贺小刚刘建国

ISSN：1001-4950

刊号：31-1063/F

创刊于1979年，是面向国内外公开发行的管理类学术期刊。

期刊首页 > 全部期刊 > 2020 > 12期 > 论文详细信息

消费者社交媒体抱怨：研究述评与展望

张初兵1, 张卓苹1 Correspondence author

, 韩晟昊2, 张宇东3

作者单位信息

HTML 全文 | PDF 全文(824.5 KB)

4773

6822

外国经济与管理 2020 年第 42 卷第 12 期, 页码：72 - 88 DOI:10.16538/j.cnki.fem.20200907.301

出版日期：2020年12月20日

摘要

参考文献

摘要

近年来，基于社交媒体的消费者抱怨备受企业界和学术界的关注。目前有关消费者社交媒体抱怨研究的理论成果不断涌现，对已有文献进行梳理述评以明晰理论体系是极其有必要的。为此，本文辨析了社交媒体抱怨的定义、类型和相关概念，阐明了影响消费者社交媒体抱怨的个体因素与环境因素，归纳了企业针对消费者社交媒体抱怨的响应策略，分析了旁观者心理和旁观者效应，构建出消费者社交媒体抱怨行为的整合框架。最后，基于当前研究对抱怨影响因素、企业响应策略、抱怨者心理、旁观者心理及效应、抱怨积极效应、抱怨渠道选择探讨的不足，本文对社交媒体抱怨相关领域未来的研究方向进行了展望，为今后的理论研究与实践应用提供了参考。

关键词

社交媒体抱怨; 影响因素; 响应策略; 旁观者

1 Andreassen T W, Streukens S. Online complaining[J]. Managing Service Quality: An International Journal,2013, 23(1): 4-24. DOI:10.1108/09604521311287632

2 Balaji M S, Jha S, Royne M B. Customer e-complaining behaviours using social media[J]. The Service Industries Journal,2015, 35(11-12): 633-654. DOI:10.1080/02642069.2015.1062883

3 Bijmolt T H A, Huizingh E K R E, Krawczyk A. Effects of complaint behaviour and service recovery satisfaction on consumer intentions to repurchase on the internet[J]. Internet Research,2014, 24(5): 608-628. DOI:10.1108/IntR-03-2012-0056

4 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. DOI:10.1509/jmkr.43.3.345

5 Choi Y, Thoeni A, Kroff M W. Brand actions on social media: Direct effects on electronic word of mouth (eWOM) and moderating effects of brand loyalty and social media usage intensity[J]. Journal of Relationship Marketing,2018, 17(1): 52-70. DOI:10.1080/15332667.2018.1440140

6 Darley J M, Latané B. Bystander intervention in emergencies: Diffusion of responsibility[J]. Journal of Personality and Social Psychology,1968, 8(4): 377-383. DOI:10.1037/h0025589

7 de Campos Ribeiro G, Butori R, Le Nagard E. The determinants of approval of online consumer revenge[J]. Journal of Business Research,2018, 88(7): 212-221.

8 Dolan R, Seo Y, Kemper J. Complaining practices on social media in tourism: A value co-creation and co-destruction perspective[J]. Tourism Management,2019, 73(9): 35-45.

9 Dubé L, Menon K. Multiple roles of consumption emotions in post-purchase satisfaction with extended service transactions[J]. International Journal of Service Industry Management,2000, 11(3): 287-304. DOI:10.1108/09564230010340788

10 Einwiller S A, Steilen S. Handling complaints on social network sites: An analysis of complaints and complaint responses on Facebook and Twitter pages of large US companies[J]. Public Relations Review,2015, 41(2): 195-204. DOI:10.1016/j.pubrev.2014.11.012

11 Gelbrich K. Anger, frustration, and helplessness after service failure: Coping strategies and effective informational support[J]. Journal of the Academy of Marketing Science,2010, 38(5): 567-585. DOI:10.1007/s11747-009-0169-6

12 Grégoire Y, Fisher R J. Customer betrayal and retaliation: When your best customers become your worst enemies[J]. Journal of the Academy of Marketing Science,2008, 36(2): 247-261. DOI:10.1007/s11747-007-0054-0

13 Grégoire Y, Salle A, Tripp T M. Managing social media crises with your customers: The good, the bad, and the ugly[J]. Business Horizons,2015, 58(2): 173-182. DOI:10.1016/j.bushor.2014.11.001

14 Gunarathne P, Rui H X, Seidmann A. When social media delivers customer service: Differential customer treatment in the airline industry[J]. MIS Quarterly,2018, 42(2): 489-520. DOI:10.25300/MISQ/2018/14290

15 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. DOI:10.1002/dir.10073

16 Hogreve J, Bilstein N, Hoerner K. Service recovery on stage: Effects of social media recovery on virtually present others[J]. Journal of Service Research,2019, 22(4): 421-439. DOI:10.1177/1094670519851871

17 Istanbulluoglu D, Leek S, Szmigin I T. Beyond exit and voice: Developing an integrated taxonomy of consumer complaining behaviour[J]. European Journal of Marketing,2017, 51(5-6): 1109-1128.

18 Javornik A, Filieri R, Gumann R. “Don’t forget that others are watching, too!” The effect of conversational human voice and reply length on observers’ perceptions of complaint handling in social media[J]. Journal of Interactive Marketing,2020, 50(5): 100-119.

19 Johnen M, Schnittka O. When pushing back is good: The effectiveness of brand responses to social media complaints[J]. Journal of the Academy of Marketing Science,2019, 47(5): 858-878. DOI:10.1007/s11747-019-00661-x

20 Kelleher T. Conversational voice, communicated commitment, and public relations outcomes in interactive online communication[J]. Journal of Communication,2009, 59(1): 172-188. DOI:10.1111/j.1460-2466.2008.01410.x

21 Kim C, Kim S, Im S, et al. The effect of attitude and perception on consumer complaint intentions[J]. Journal of Consumer Marketing,2003, 20(4-5): 352-369.

22 Kwon E S, Sung Y. Follow me! Global marketers’ Twitter use[J]. Journal of Interactive Advertising,2011, 12(1): 4-16. DOI:10.1080/15252019.2011.10722187

23 Lee C H, Cranage D A. Toward understanding consumer processing of negative online word-of-mouth communication: The roles of opinion consensus and organizational response strategies[J]. Journal of Hospitality & Tourism Research,2014, 38(3): 330-360.

24 Lee Y L, Song S. An empirical investigation of electronic word-of-mouth: Informational motive and corporate response strategy[J]. Computers in Human Behavior,2010, 26(5): 1073-1080. DOI:10.1016/j.chb.2010.03.009

25 Li C Y, Cui G, Peng L. Tailoring management response to negative reviews: The effectiveness of accommodative versus defensive responses[J]. Computers in Human Behavior,2018, 84(3): 272-284.

26 Li Z C. From power to punishment: Consumer empowerment and online complaining behaviors[J]. Internet Research,2019, 29(6): 1324-1343. DOI:10.1108/INTR-05-2018-0232

27 Marcus A A, Goodman R S. Victims and shareholders: The dilemmas of presenting corporate policy during a crisis[J]. The Academy of Management Journal,1991, 34(2): 281-305.

28 McGraw A P, Warren C, Kan C. Humorous complaining[J]. Journal of Consumer Research,2015, 41(5): 1153-1171. DOI:10.1086/678904

29 Melancon J P, Dalakas V. Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies[J]. Business Horizons,2018, 61(1): 157-167. DOI:10.1016/j.bushor.2017.09.015

30 Ong C E, Teh D. Redress procedures expected by consumers during a business-to-consumer e-commerce dispute[J]. Electronic Commerce Research and Applications,2016, 17(4): 150-160.

31 Parra-López E, Bulchand-Gidumal J, Gutiérrez-Taño D, et al. Intentions to use social media in organizing and taking vacation trips[J]. Computers in Human Behavior,2011, 27(2): 640-654. DOI:10.1016/j.chb.2010.05.022

32 Pfeffer J, Zorbach T, Carley K M. Understanding online firestorms: Negative word-of-mouth dynamics in social media networks[J]. Journal of Marketing Communications,2014, 20(1-2): 117-128. DOI:10.1080/13527266.2013.797778

33 Presi C, Saridakis C, Hartmans S. User-generated content behaviour of the dissatisfied service customer[J]. European Journal of Marketing,2014, 48(9-10): 1600-1625.

34 Ro H. Complaint, patience, and neglect: Responses to a dissatisfying service experience[J]. Service Business,2014, 8(2): 197-216. DOI:10.1007/s11628-013-0193-y

35 Singh J. Consumer complaint intentions and behavior: Definitional and taxonomical issues[J]. Journal of Marketing,1988, 52(1): 93-107. DOI:10.1177/002224298805200108

36 Svari S, Erling Olsen L. The role of emotions in customer complaint behaviors[J]. International Journal of Quality and Service Sciences,2012, 4(3): 270-282. DOI:10.1108/17566691211269585

37 Van Noort G, Willemsen L M. Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms[J]. Journal of Interactive Marketing,2012, 26(3): 131-140. DOI:10.1016/j.intmar.2011.07.001

38 Walster E, Berscheid E, Walster G W. New directions in equity research[J]. Journal of Personality and Social Psychology,1973, 25(2): 151-176. DOI:10.1037/h0033967

39 Ward J C, Ostrom A L. Complaining to the masses: The role of protest framing in customer-created complaint web sites[J]. Journal of Consumer Research,2006, 33(2): 220-230. DOI:10.1086/506303

40 Weitzl W, Hutzinger C. The effects of marketer-and advocate-initiated online service recovery responses on silent bystanders[J]. Journal of Business Research,2017, 80(11): 164-175.

41 Weitzl W J, Hutzinger C. Rise and fall of complainants’ desires: The role of pre-failure brand commitment and online service recovery satisfaction[J]. Computers in Human Behavior,2019, 97: 116-129. DOI:10.1016/j.chb.2019.02.029

42 Weitzl W, Hutzinger C, Einwiller S. An empirical study on how webcare mitigates complainants’ failure attributions and negative word-of-mouth[J]. Computers in Human Behavior,2018, 89: 316-327. DOI:10.1016/j.chb.2018.07.012

43 Whiting A, Williams D L, Hair J. Praise or revenge: Why do consumers post about organizations on social media[J]. Qualitative Market Research,2019, 22(2): 133-160. DOI:10.1108/QMR-06-2017-0101

44 Yen Y S. Factors enhancing the posting of negative behavior in social media and its impact on venting negative emotions[J]. Management Decision,2016, 54(10): 2462-2484. DOI:10.1108/MD-11-2015-0526

45 Yoo C W. An exploration of the role of service recovery in negative electronic word-of-mouth management[J]. Information Systems Frontiers,2020, 22(3): 719-734. DOI:10.1007/s10796-018-9880-5

引用本文

张初兵, 张卓苹, 韩晟昊, 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.

导出参考文献，格式为：

上一篇：产业政策会影响风险投资的创新激励吗？

下一篇：社会企业失灵了吗？

本期封面

2020年第12期