信息发送者权威性对负面网络口碑传播效果影响—关系强度中介

发布时间：2018-01-11 18:41

本文关键词：信息发送者权威性对负面网络口碑传播效果影响—关系强度中介　出处：《情报杂志》2017年11期 　论文类型：期刊论文

【摘要】：[目的/意义]在互联网时代,负面信息传播迅速且广泛,尤其是非常规突发事件中,负面信息控制不当会造成次生或衍生危害,客观信息的缺乏以及当事人的负面情绪在网络上的扩散,使得负面网络口碑信息传播效果与负面信息发布者权威性、负面信息发布者和信息接收者之间关系强度密切相关。本研究拟考察负面信息发送者权威性对负面网络口碑传播效果的影响,并引入负面信息发布者与信息接收者之间关系强度作为中介变量。[方法/过程]通过问卷调查方法,以地沟油事件为例,共搜集了109份有效问卷样本数据进行了实证检验,调研对象主要为大学本科及专科学历。[结果/结论]结果表明,负面信息发送者权威性与负面网络口碑传播效果呈现正相关,此外,关系强度与负面网络口碑传播效果呈现正相关。同时,负面信息发送者权威性是通过关系强度对负面网络口碑传播效果存在部分中介作用。
[Abstract]:[Objective / significance] in the Internet era, negative information dissemination is rapid and widespread, especially in unconventional emergencies, negative information control improper will cause secondary or derivative harm. The lack of objective information and the spread of the negative emotions of the parties in the network make the negative network word-of-mouth information dissemination effect and the authority of the negative information publisher. The relationship between the negative information publisher and the information receiver is closely related. This study intends to investigate the influence of the authority of the negative information sender on the negative network word of mouth dissemination effect. The strength of the relationship between the negative information publisher and the information receiver is introduced as the intermediary variable. [Methods: by means of questionnaire investigation, 109 valid questionnaires were collected and tested by taking the case of gutter oil as an example. The main subjects were university degree and college degree. [Results / conclusion] the results showed that the authority of negative information sender was positively correlated with the effect of negative network word of mouth, in addition, the relationship intensity was positively correlated with the effect of negative network word of mouth. The authority of the sender of negative information is partly mediated by the relationship strength to the effect of negative network word of mouth.
【作者单位】：浙江理工大学经济管理学院;浙江省生态文明研究中心;
【基金】：国家自然科学基金(青年)项目“社交媒体中信息传播行为的内在机理研究”(编号:71702169) 浙江省自然科学基金项目“非常规突发事件下情绪感染的生理-心理-行为耦合机理与应对机制研究”(编号:LQ15G030012) 浙江理工大学科研启动金项目“非常规突发事件中群体情绪感染时生理-心理-行为耦合机理与应对机制研究”(编号:14092101-Y);浙江理工大学“《电子商务概论》全英文课程案例教学与实践研究”(编号:kg201718)研究成果之一国家留学基金委青年骨干教师出国研修项目(编号:201707295011)
【分类号】：G206
【正文快照】： Influence of Authority of Information on Negative e WOM—Mediated by Social RelationshipHuang Yujing1,2Wang Shixiong1,2Luo Jianhong1,2Li Yi1Feng Huiling1(1.School of EconomicsManagement,Zhejiang Sci-Tech University,Hangzhou 310018;2.Zhejiang Ecological

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