| 体育直播平台社群文化对电子口碑生成动机影响:情感与环境刺激的链式中介效应 |
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| 引用本文： | 王俊涵,李荣日.体育直播平台社群文化对电子口碑生成动机影响:情感与环境刺激的链式中介效应[J].吉林体育学院学报,2021(2):52-59. |
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| 作者姓名： | 王俊涵 李荣日 |
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| 作者单位： | 华东理工大学体育经济理论研究所 |
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| 摘 要： | 为深入探究体育直播平台社群文化、环境刺激、情感刺激对电子口碑生成动机影响,并检验情感刺激与环境刺激的链式中介效应。本文采用文献资料、问卷调查、因子分析和结构方程等方法,构建并检验了体育直播平台社群文化对电子口碑生成动机影响的结构方程模型。结果表明社群文化、环境刺激、情感均对电子口碑生成动机均具有显著正向影响;在社群文化影响电子口碑生成动机时,环境刺激、情感均具有显著的中介效应;环境刺激—情感的链式中介效应亦显著。鉴于此,本研究从搭建优质体育直播平台社群文化、优化平台社群环境、增强平台社群用户情感,提出促进体育直播平台电子口碑生成动机的对策与建议,以期为体育直播平台未来长远发展予以理论支撑和实践启示。
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| 关 键 词： | 电子口碑 体育直播平台 社群文化 环境刺激 情感刺激 |
The Influence of Community Culture on the Generating Motivation of EWOM:the Chain Mediating Effect of Emotion And Environmental Stimulation |
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| WANG Jun-han,LI Rong-ri.The Influence of Community Culture on the Generating Motivation of EWOM:the Chain Mediating Effect of Emotion And Environmental Stimulation[J].Journal of Jilin Institute of Physical Education,2021(2):52-59. |
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| Authors: | WANG Jun-han LI Rong-ri |
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| Institution: | (Institute of Sports Economics,East China University of Science and Technology,Shanghai 200237,China) |
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| Abstract: | In order to further explore the influence of social culture,emotion and environmental stimulation on the motivation of electronic word-of-mouth generation of sports live broadcast platform,and examine the chain mediating effect of emotion and environmental stimulation.Using the methods of literature,questionnaire survey,factor analysis and structural equation,this paper constructs and tests the structural equation model of the influence of community culture of sports live broadcast platform on the motivation of generating electronic word-of-mouth.The results show that community culture,environmental stimulus and emotion all have a significant positive impact on the motivation of EWOM.When community culture affects the motivation of e-WOM,environmental stimulus and emotion both have significant mediating effects.Moreover,the chain mediating effect of environmental stimulus-emotion is also significant.In view of this,this study puts forward countermeasures and suggestions to promote the motivation of generating electronic word-for-mouth of sports live broadcast platforms,from building high-quality sports live broadcast platform community culture,optimizing platform community environmental stimulation,and improving platform community users'emotion,so as to provide theoretical support and practical inspiration for the economic development of sports live broadcast platforms in the future. |
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| Keywords: | electronic word of mouth sports live streaming platform community culture environmental stimulus emotional stimulation |
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