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| 网络口碑信息特征对受众再传播意愿影响研究 | |
| 引用本文： | 唐雪梅,赖胜强,朱敏.网络口碑信息特征对受众再传播意愿影响研究[J].情报杂志,2012,31(4):133-137,121. |
| 作者姓名： | 唐雪梅 赖胜强 朱敏 |
| 作者单位： | 1. 西南政法大学管理学院 重庆401120 2. 重庆理工大学工商管理学院 重庆 400050 3. 西南财经大学工商管理学院 成都610000 |
| 基金项目： | 国家自然科学基金资助项目:“消费者口碑传播--理论模型构建与实证研究”(编号:70771092) |
| 摘 要： | 随着网络的发展,网络口碑信息正成为人们信息获取和传播的重要渠道,对消费者决策中产生越来越大的影响.而网络口碑的强大影响力依赖于信息的不断传播,受众的再传播行为研究就凸显其重要性.从网络口碑信息特征视角,通过行为实验法研究网络口碑的正负性、情绪性对受众信息再传播意愿的影响.结论发现,受众对负向网络口碑的再传播意愿比正向口碑更高,对情绪型网络口碑的再传播意愿高于事实型网络口碑,同时产品卷入度对情绪型网络口碑的再传播影响具有调节效应. |
| 关 键 词： | 网络口碑 再传播意愿 负向口碑 情绪 |
Influence of eWOM Message on Receivers’ Re-diffusion Intention |
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| TANG Xuemei , LAI Shengqiang , ZHU Min.Influence of eWOM Message on Receivers’ Re-diffusion Intention[J].Journal of Information,2012,31(4):133-137,121. | |
| Authors: | TANG Xuemei LAI Shengqiang ZHU Min |
| Institution: | 1.School of Management,Southwest University of Political Science and Law,Chongqing 400000; 2.School of Economics and Management,Chongqing University of Technology,Chongqing 400050; 3.School of Business Administration,Southwestern University of Finance and Economics,Chengdu 610000) |
| Abstract: | With the development of internet,eWOM information has become both an important channel of information acquisition and dissemination and a considerable influence on the consumers’decision-making.The ripple effect of eWOM relies on the information re-diffusion,so the research of receivers’ re-diffusion behavior highlights its importance.The paper researches the influence of direction and mood of eWOM messages on receivers’ re-diffusion intention by experiment from the perspective of eWOM message characters.The conclusion is that the receivers have higher re-diffusion intention on negative eWOM than on positive eWOM,higher re-diffusion intention on emotional eWOM than on non-emotional eWOM,and that product involvement has moderate effect on emotional eWOM re-diffusion. |
| Keywords: | electronic word of mouth re-diffusion intention negative word of mouth emotion |
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