Will the Recommendation Information be Sure to Improve the Brand Evaluation: The Impact of Distrust

摘要：

　　In the process of consumption, consumers will come into contact with all kinds of information related to the goods they want to buy.At this time, the consumers trust of the information that they contact with will greatly affect the consumers evaluation and attitude towards the alternative products.In the psychology field, the psychological state of distrust will activate the alternative explanation of the given information.This article expands the research field about distrust from psychology to the marketing field, and finds that when consumers see the recommended information, if they do not trust it, it will lead to lower evaluation of the brand in the recommended information.At the same time, consumersevaluation of the competitive brand in the information will be reduced, too.

关键词： distrust alternative explanation brand evaluation

作者: Xinyan Liu Cheng Hu

作者单位: School of Business Administration, Zhongnan University of Economics and Law, China

会议类型: 国际会议

会议名称: The Seventeenth Wuhan International Conference on E-Business(第17届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 531-538

在线出版日期: 2018-05-25（万方平台首次上网日期，不代表论文的发表时间）