口碑信息类型对网络口碑再传播意愿的影响研究
|
摘要
研究表明:属性评价型口碑信息的感知可信度、感知有用性以及再传播意愿高于主观推荐型。感知可信度和感知有用性在口碑信息类型对网络口碑再传播意愿的过程中均起到完全中介作用。对于近社会距离,消费者对属性评价型网络口碑的再传播意愿高于单纯主观推荐型网络口碑;对于远社会距离,两种口碑信息类型对其再传播意愿的影响无显著差异,这为企业进行网络口碑管理与口碑传播效优化提供了参考。
Researches shows that: the perceived credibility,perceived usefulness and retransmission intention of attribute-evaluated public praise information are higher than subjective recommendation information. Perceived credibility and perceived usefulness both play a complete mediating role in the process of public praise information type to the re-propagation intention of online public praise. For the close social distance,consumers are more willing to re-disseminate the attribute evaluation type of Internet public praise than the purely subjective recommendation type of Internet public praise. For the long social distance,there was no significant difference between the two types of public praise information on their retransmission intention,that puts forward some references on the utility of public praise management and public praise communication.
Researches shows that: the perceived credibility,perceived usefulness and retransmission intention of attribute-evaluated public praise information are higher than subjective recommendation information. Perceived credibility and perceived usefulness both play a complete mediating role in the process of public praise information type to the re-propagation intention of online public praise. For the close social distance,consumers are more willing to re-disseminate the attribute evaluation type of Internet public praise than the purely subjective recommendation type of Internet public praise. For the long social distance,there was no significant difference between the two types of public praise information on their retransmission intention,that puts forward some references on the utility of public praise management and public praise communication.
引文
[1]中投顾问.中国网络购物市场投资分析及前景预测报告[R].2018.
[2]Online Word-of-Mouth(or Mouse):An Exploration of Its Antecedents and Consequences[J].Journal of Computer-Mediated Communication,2006,11(4):1104-1127.
[3]Park,D.-H.,&Lee,J.e WOM overload and its effect on consumer behavioral intention depending on consumer involvement[J].Electronic Commerce Research and Applications,2008,7(4),386-398.
[4]Holbrook M B.Beyond Attitude Structure:Toward the Informational Determinants of Attitude[J].Journal of Marketing Research,1978,15(4):545-556.
[5]朱翊敏,于洪彦.网络口碑方向及类型对其可信度的影响研究---产品性质的调节作用[J].商业经济与管理,2015,(04).
[6]李信,陈毅文.口碑追加形式对购买意向的影响:口碑方向的调节作用[J].心理学报,2016,48(06):722-732.
[7]唐雪梅,赖胜强,朱敏.网络口碑信息特征对受众再传播意愿影响研究[J].情报杂志,2012,31(04):133-137.
[8]陈明亮章晶晶.网络口碑再传播意愿影响因素的实证研究[J].浙江大学学报(人文社会科学版),2008,38(5):127.
[9]John S.A Dictionary of Sociology[M]//A dictionary of sociology/.Oxford University Press,2009.
[10]Petty R E,Cacioppo J T.The effects of involvement on responses to argument quantity and quality:Central and peripheral routes to persuasion.[J].Journal of Personality and Social Psychology,1984,46(1):69-81.
[11]Mudambi S M,Schuff D.What Makes a Helpful Review?A Study of Customer Reviews on Amazon.com[J].Social Science Electronic Publishing.
[12]Jin Li,Lingjing Zhan.Online Persuasion:How the Written Word Drives WOM Evidence from Consumer-Generated Product Reviews[J]Journal Of Advertising Research,2011,10.2501
[13]Cacioppo J T,Petty R E.Effect of Message Repetition and Position on Cognitive Response,Recall,and Persuasion[J].Journal of Personality&Social Psychology,1979,37(01):97-109.
[14]Davis F D.Perceived Usefulness,Perceived Ease of Use,and User Acceptance of Information Technology[J].MIS Quarterly,1989,13(03):319-340.
[15]孙曙迎.消费者网络信息可信度感知影响因素的实证研究[J].北京理工大学学报(社会科学版),2008,10(06).
[16]CARLI.HOVLAND=传播与劝服卡尔·霍夫兰.Communication and persuasion[M].中国传媒大学出版社,2013.
[17]Jaeger M E,Anthony S,Rosnow R L.Who Hears What from Whom and with What Effect[J].Personality&Social Psychology Bulletin,1980,6(3):473-478.
[18]Ohanian,Roobina.Construction and Validation of a Scale to Measure Celebrity Endorsers\\"Perceived Expertise,Trustworthiness,and Attractiveness[J].Journal of Advertising,1990,19(3):39-52.
[19]Applbaum R F,Anatol K W E.The Factor Structure of Source Credibility as a Function of the Speaking Situation[J].Communication Monographs,1972,39(3):216-222.
[20]Fujita K,Eyal T,Chaiken S,et al.Influencing attitudes toward near and distant objects[J].Journal of Experimental Social Psychology,2008,44(3):0-572.
[2]Online Word-of-Mouth(or Mouse):An Exploration of Its Antecedents and Consequences[J].Journal of Computer-Mediated Communication,2006,11(4):1104-1127.
[3]Park,D.-H.,&Lee,J.e WOM overload and its effect on consumer behavioral intention depending on consumer involvement[J].Electronic Commerce Research and Applications,2008,7(4),386-398.
[4]Holbrook M B.Beyond Attitude Structure:Toward the Informational Determinants of Attitude[J].Journal of Marketing Research,1978,15(4):545-556.
[5]朱翊敏,于洪彦.网络口碑方向及类型对其可信度的影响研究---产品性质的调节作用[J].商业经济与管理,2015,(04).
[6]李信,陈毅文.口碑追加形式对购买意向的影响:口碑方向的调节作用[J].心理学报,2016,48(06):722-732.
[7]唐雪梅,赖胜强,朱敏.网络口碑信息特征对受众再传播意愿影响研究[J].情报杂志,2012,31(04):133-137.
[8]陈明亮章晶晶.网络口碑再传播意愿影响因素的实证研究[J].浙江大学学报(人文社会科学版),2008,38(5):127.
[9]John S.A Dictionary of Sociology[M]//A dictionary of sociology/.Oxford University Press,2009.
[10]Petty R E,Cacioppo J T.The effects of involvement on responses to argument quantity and quality:Central and peripheral routes to persuasion.[J].Journal of Personality and Social Psychology,1984,46(1):69-81.
[11]Mudambi S M,Schuff D.What Makes a Helpful Review?A Study of Customer Reviews on Amazon.com[J].Social Science Electronic Publishing.
[12]Jin Li,Lingjing Zhan.Online Persuasion:How the Written Word Drives WOM Evidence from Consumer-Generated Product Reviews[J]Journal Of Advertising Research,2011,10.2501
[13]Cacioppo J T,Petty R E.Effect of Message Repetition and Position on Cognitive Response,Recall,and Persuasion[J].Journal of Personality&Social Psychology,1979,37(01):97-109.
[14]Davis F D.Perceived Usefulness,Perceived Ease of Use,and User Acceptance of Information Technology[J].MIS Quarterly,1989,13(03):319-340.
[15]孙曙迎.消费者网络信息可信度感知影响因素的实证研究[J].北京理工大学学报(社会科学版),2008,10(06).
[16]CARLI.HOVLAND=传播与劝服卡尔·霍夫兰.Communication and persuasion[M].中国传媒大学出版社,2013.
[17]Jaeger M E,Anthony S,Rosnow R L.Who Hears What from Whom and with What Effect[J].Personality&Social Psychology Bulletin,1980,6(3):473-478.
[18]Ohanian,Roobina.Construction and Validation of a Scale to Measure Celebrity Endorsers\\"Perceived Expertise,Trustworthiness,and Attractiveness[J].Journal of Advertising,1990,19(3):39-52.
[19]Applbaum R F,Anatol K W E.The Factor Structure of Source Credibility as a Function of the Speaking Situation[J].Communication Monographs,1972,39(3):216-222.
[20]Fujita K,Eyal T,Chaiken S,et al.Influencing attitudes toward near and distant objects[J].Journal of Experimental Social Psychology,2008,44(3):0-572.