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消费者情绪对口碑传播意愿的影响 被引量:13

The Influence of Consumers' Emotion on Their Will to Do Oral Propagation
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摘要 本文通过实验探讨了消费者情绪对口碑传播意愿的影响。实验结果显示:(1)在本实验条件下,被试的愉快、惊讶、兴趣三种基本情绪被启动;(2)当积极的惊讶情绪(惊喜)启动时,被试的积极口碑意愿明显提高;(3)当仅仅只有单纯的惊讶情绪启动时,被试的积极口碑意愿没有显著提高。
机构地区 中南大学商学院
出处 《消费经济》 CSSCI 北大核心 2005年第3期59-62,共4页 Consumer Economics
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参考文献13

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