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多媒体消费者评论的信任与传播的性别差异研究 被引量:3

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摘要 消费者综合运用文本、视频、音频、动画表情等多媒体形式发布的新型商品评论,已经成为消费者信任和传播的重要因素。为了探究不同性别消费者对多媒体评论的信任和传播意图的具体差异,本研究结合双维度信任理论和双维度传播意图构建了多媒体评论信任与传播的理论模型,采用半实验的方法收集数据,并进行验证。研究结果显示,多媒体评论确实能够显著提升能力信任、正直信任和感知有用性,且性别差异明显。
作者 张海彬
出处 《学术论坛》 CSSCI 北大核心 2016年第2期123-127,共5页 Academic Forum
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