The Effect of Negative Information on Purchase Intention of Brand Community Customer
|School||Hunan Normal University|
|Keywords||Brand community Brand loyalty Purchase intent Consumer brand community|
Numerous studies indicate that the purpose of the brand community and consumer brand loyalty positive relationship , however, studies have shown that a strong brand communities, especially the moment the network developed to facilitate community members to share in the exchange of experiences and also the breeding ground for the spread of rumors pathway , could easily lead to a negative impact. Based on this contradiction , this study investigated experimental conditions will be set when the negative information in their specific way to pass time in the brand community on consumer brand community impact . Methods of \information on the Nokia brand community influence consumer purchase intentions . Results ( 1 ) the contact information of the general consumer negative subjects and under \much larger than the impact on the community of consumers . ( 2 ) to reach a positive message after purchase intent for the control , compared with negative information about products and corporate image and negative information about the two kinds of negative information on community impact consumers and found that corporate image associated with negative information than negative information related to the product a greater impact on consumers' brand community , and the general consumer's situation is just the opposite. Conclusions brand community because consumers have higher brand loyalty , and its intention to buy less affected by the negative information . In addition, with the corporate image , the negative information about the product than the negative information on brand communities greater impact consumer purchase intentions , but for the average consumer , the situation is just the opposite. These findings not only help researchers to further knowledge and understanding of consumer behavior brand community , enrich the brand community research results, but also for business creation and maintenance of their brand image, marketing activities are very important reference value .