摘要
在问卷调查的基础上,利用SPSS11．5统计软件对不同性别顾客在口碑传播的频率、动机和影响因素等方面的差异性进行了实证研究,结果表明:与男性相比,女性更倾向于向关系强度较弱的相关人群传播正面口碑且频率更为频繁;作为口碑信息的接受者,女性比男性更容易受他人的影响．研究还发现,在影响口碑传播的感知风险这一因素上存在显著的性别差异．
An empirical study is done on gender differences in frequency, motives and influential factors of word - of - mouth communication on the basis of using spot check with questionnaires and SPSS11.5. The conclusions are ： compared with men, women are more frequent and likely to spread positive word - of - mouth information to ones with less intensity of relationship ; As receivers of information, women are more likely to be affected by others. It is also found that the gender differences exist in the perception of the risks.
出处
《天津工业大学学报》
CAS
2007年第1期73-77,共5页
Journal of Tiangong University
基金
国家博士后基金项目(2005037536)
关键词
口碑传播
性别差异
相关
word-of-mouth
gender difference
correlation
