网络口碑效应影响因素的性别差异研究——基于在校大学生消费群体调查

A Gender Differences Research on Factors Affecting the Internet Word of Mouth Effect:Based on Survey of Consumer Groups of College Students

随着网络购物的盛行,网络口碑逐渐受到人们的关注。本文以传播学的5W理论为基础,从口碑传播参与者、口碑信息和口碑传播渠道三个方面构建网络口碑效应影响因素模型,并以性别为调节变量来考察不同影响因素在性别间的差异。采用问卷调查法,以安徽在校大学生为调查研究的对象,通过实证研究发现,传播者的专业能力、口碑负面程度、网站可信度均显著正向影响网络口碑传播效果,并且相对于男性消费者,这些因素对女性接受者口碑传播效果的正向影响更大。

With the popularity of online shopping, the internet word of mouth has gradually attracted people＇s attention. This paper is based on 5W theory in communication studies, and from three aspects to construct the model of factors affecting the internet word of mouth effect, which are participants spread from word of mouth, word of mouth information and word of mouth information dissemination channels, in addition using gender as a moderator variable to examine gender differences in different factors. Using questionnaire survey method, taking college students in Anhui Province as an object of investigation, the empirical studies found that professional competence of disseminator, the degree of negative word of mouth and website credibility significantly all positively affect the network effect of word of mouth, besides, relative to male consumers, the positive effect to female recipients is greater.