农业现代化研究2016，Vol.37Issue(6)：1167-1172,6.DOI:10.13872/j.1000-0275.2016.0031
行业基率信息视角下企业修复策略对网络负面口碑传播的影响--以农业企业为例
The impacts of enterprise restoration strategy on IWOM spread from the industry base-rate information perspective：A case study of agricultural firms
摘要
Abstract
After product harm crisis, the target restoration strategy of agricultural enterprises is of great signiifcance to reduce the negative reputation from internet word-of-mouth (IWOM) spread. From the perspectives of enterprise crisis information industry base-rate and consumers’ information processing mode and applying the standard test method, this paper established a consumer online word-of-mouth spread model to analyze the impacts of enterprise restoration strategy on IWOM spread, and discussed the internal inlfuence mechanism of the negative IWOM spreading. Results show that the interaction between the information industry base-rate and enterprise restoration strategy has signiifcant impacts on enterprise internet reputation. Consumers normally deal with business and industry information by enabling the double information systems, and under different information industry base-rate levels, companies adopt different strategies and have different effects on consumers. When information industry base-rate is high, consumers choose heuristic information processing model and it is a better option for enterprises to adopt the reconciliation restoration strategy. When information industry base rate is low, consumers take the system information processing model and it is better for enterprises to take restoration strategies to reduce the negative reputation from IWOM spread. This research also found that for agricultural enterprise they should choose restoration strategy according to their individual enterprise situations to effectively alleviate enterprise crisis. Finally, this paper suggests that agricultural enterprises should continue to improve the quality of products, and incorporate the management of IWOM in their strategic management plan so that enterprises can maintain long-term stable development.关键词
农产品伤害危机/企业修复策略/网络口碑传播/行业基率信息/双信息处理系统Key words
agricultural product harm crisis/enterprise restoration strategy/internet word-of-mouth/industry base-rate information/dual system information processing分类
管理科学引用本文复制引用
刘贝贝,青平,陈通..行业基率信息视角下企业修复策略对网络负面口碑传播的影响--以农业企业为例[J].农业现代化研究,2016,37(6):1167-1172,6.基金项目
国家自然科学基金项目（71273106，71073064）。 （）
