Previous researches have developed the attitude structure of corporate reputation.From the perspective of consumers,this paper studies the contributing factors of corporate reputation attitude and its impact on consumers' word-of-mouth behavior.The investigation data of 261 consumers puts forward indications as follows: the emotion-oriented corporate reputation attitude has the most remarkable influences on consumers' Word-of-Mouth behavior; whereas the corporate reputation's behavior tendency factors have a significant impact on consumers' word-of-mouth behavior,the cognition factors have a less significant impact on that; furthermore,the cognition of enterprise's features (“development”,“attraction” and “quality”,“responsibility”) will affect diversified aspects of corporate reputation in different extend.Besides,the following mediating effects are significant: on the one hand,“responsibility”,“development” and “attraction” affect consumers' wordofmouth behavior through emotion attitude,on the other hand,“development”,“attraction” and “quality” impact consumers' word-of-mouth behavior through behavior tendency attitude.
刘彧彧, 娄卓, 刘军, 宋继文. 企业声誉的影响因素及其对消费者口碑传播行为的作用[J]. J4, 2009, 6(3): 348-.
LIU Yu-Yu, LOU Zhuo, LIU Jun, SONG Ji-Wen. The Influencing Factors of Corporate Reputation and its Impact on Consumers' Word-of-Mouth Behavior. J4, 2009, 6(3): 348-.