印象管理视角下口碑误传行为影响因素的实证研究

An Empirical Study on Factors Influencing Reputation Misinformation Behavior from the Impression Management Perspective

在社会互动的过程中,口碑的信息内容也会因为传播者的主观加工而产生误传。文章以印象的视角,明确界定了口碑误传行为的定义和基本类型。通过问卷调查法,验证了印象管理理论中主要人格变量和人口统计因素的影响作用。结果发现,(1)自我监控、印象管理倾向、社交焦虑、性别对口碑误传行为具有正向影响,而自尊呈反向影响;(2)印象管理倾向×性别、印象管理倾向×自尊、自我监控×社会焦虑分别对口碑误传行为存在显著的调节作用。结合验证结果和研究目的,进一步总结了误传行为研究的现实意义。

Because of disseminator＇s processing ability, word-of-mouth information would be misrepresented in the process of social interaction. This paper defines the concept of word-of-mouth information misrepresentation from the perspective of impression management, and classifies the basic types. In addition, it examines the main effect of personality and demographic variables to word-of-mouth misrepresentation through questionnaire survey. The result shows that： （1） self- monitor, impression management tendency, social anxiety and gender influence word-of-mouth misrepresentation positively, however, self-esteem plays a negative role; （2） impression management tendency x gender, impression management tendency x self-esteem, self-monitor x social anxiety all affects word-of-mouth misrepresentation significantly. According to the demonstration and study purpose, it summarizes realistic meaning of word-of-mouth information misrepresentation.