网络口碑信息特征对受众再传播意愿影响研究

Influence of eWOM Message on Receivers' Re-diffusion Intention

随着网络的发展,网络口碑信息正成为人们信息获取和传播的重要渠道,对消费者决策中产生越来越大的影响。而网络口碑的强大影响力依赖于信息的不断传播,受众的再传播行为研究就凸显其重要性。从网络口碑信息特征视角,通过行为实验法研究网络口碑的正负性、情绪性对受众信息再传播意愿的影响。结论发现,受众对负向网络口碑的再传播意愿比正向口碑更高,对情绪型网络口碑的再传播意愿高于事实型网络口碑,同时产品卷入度对情绪型网络口碑的再传播影响具有调节效应。

With the development of internet,eWOM information has become both an important channel of information acquisition and dissemination and a considerable influence on the consumers＇decision-making.The ripple effect of eWOM relies on the information re-diffusion,so the research of receivers＇ re-diffusion behavior highlights its importance.The paper researches the influence of direction and mood of eWOM messages on receivers＇ re-diffusion intention by experiment from the perspective of eWOM message characters.The conclusion is that the receivers have higher re-diffusion intention on negative eWOM than on positive eWOM,higher re-diffusion intention on emotional eWOM than on non-emotional eWOM,and that product involvement has moderate effect on emotional eWOM re-diffusion.