网络口碑再传播意愿影响因素的实证研究被引量：74

An Experimental Research on the Determinants of Re-diffusion Intention of Online Word-of-mouth

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摘要再传播意愿是口碑传播的唯一动力源泉,其决定要素的探讨是口碑传播机制研究的核心。根据传播说服理论,从口碑来源、内容和接受方三个视角建构的网络环境下口碑再传播意愿影响因素模型的实证检验结果表明:口碑来源可靠性、口碑内容趣味性、口碑接受者利他动机和自我提升动机是决定网络口碑再传播意愿的关键因素。口碑是一把双刃剑,根据口碑的正、负面性质,企业可以从正、反两个方向能动地调控这些因素,从而达到趋利避害之目的。 The rediffusion intention of word-of-mouth is the only source of the dynamism of word-of-mouth spread,and the research of its determinants is critical.According to the communication and persuasion theory,a framework of determinants of online word-of-mouth re-diffusion intention is put forward from the perspective of the source,content,and receiver.The tested results show that word-of-mouth source trustworthiness,content playfulness,receivers＇ altruistic motive and self-enhancement motives are the determinants of online word-of-mouth re-diffusion intention.Because word-of-mouth is a two-edged weapon which has both positive and negative effects,companies should control these determinants from both directions in order to maximize advantages and avoid disadvantages.

作者陈明亮章晶晶

机构地区浙江大学管理学院麦肯锡中国咨询有限公司

出处《浙江大学学报（人文社会科学版）》 CSSCI 2008年第5期127-135,共9页 Journal of Zhejiang University:Humanities and Social Sciences

基金国家自然科学基金资助项目(7037202070671092)

关键词网络口碑再传播意愿来源可信度内容趣味性接受者特征 online word-of-mouth re-diffusion intention source credibility content playfulness receivers＇ characteristics

分类号 G206 [文化科学—传播学]

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