SNS中品牌帖子的信息特征对消费者口碑传播行为的影响

发布时间：2018-03-15 10:30

本文选题：口碑　切入点：SNS　出处：《软科学》2014年11期 　论文类型：期刊论文

【摘要】：以SNS中企业与消费者互动情境下产生的外生口碑为研究对象,将口碑传播视作信息处理的结果和细分口碑传播的行为维度,探究信息特征对口碑发布行为和再传播行为的不同影响。对调研数据进行回归分析发现:趣味性对两者均有促进作用,临场感仅对口碑发布行为有促进作用,但信息性对二者均起抑制作用;不管对应的产品卷入度如何,临场感的影响效果无显著差异,但信息性对评论的抑制作用随卷入度的增强而增强。
[Abstract]:Taking the exogenous word of mouth generated in the context of the interaction between enterprises and consumers in SNS as the research object, the author regards word of mouth communication as the result of information processing and the behavioral dimension of subdivision word of mouth communication. This paper explores the different effects of information characteristics on the behavior of word of mouth release and retransmission. The regression analysis of the survey data shows that interest has a positive effect on both of them, while the sense of presence only promotes the behavior of word of mouth publication. No matter what the corresponding product involvement degree, the effect of the presence feeling has no significant difference, but the inhibitory effect of the information on the comment increases with the increase of the involvement degree.
【作者单位】：西安交通大学管理学院;西安交通大学过程控制与效率工程教育部重点实验室;东北财经大学工商管理学院;
【基金】：国家自然科学基金重点项目(71132005)
【分类号】：F274

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