图书馆负面口碑微博的内容特征及发布动机研究

Research on the Content Characteristics of the Negative Electronic Word-of-Mouth on Weibo Platform and the Library Users’ Motives to Engage in Negative Electronic Word-of-Mouth Communications

探讨用户发布负面口碑的动机、内容指向及负面口碑体现的不满程度和引起的评论、点赞等影响。对新浪微博抽样,对所得1 222条微博负面口碑的微博内容特征、发布动机等进行内容分析。分析显示:用户的首要不满是其首用功能——作为场所的图书馆不够安静、舒适、安全;其次是信息配置不合需求、掌控不便;再次是服务中未被善待。用户为宣泄情感、寻求宽慰或问题澄清等目的而发布不满程度为4分以上(5分制)的负面口碑,但仅极少数负面口碑产生明显影响。

This research focuses on the users’ intention of negative word-of-mouth(WOM),the services that generate negative word of mouth,the degree of dissatisfaction reflected by negative WOMs and the visible impacts caused by these negative electronic WOMs.A sample of Sina Weibo for more than 10 years was collected and a content analysis was done to analyze the content characteristics and publishing motives of the collected 1 222 negative Weibo WOMs.The results reveal that the primary dissatisfaction of users is that as the most frequently used function the library as place is not quiet,ease and safe enough.Secondly,the available resources are inconsistent with the user’s needs,and the control is inconvenient and the information control conditions are poor.The library users are not being treated well in the service is also the important complaint.The basic goals the disappointed users engaged in negative electronic WOM are to vent feelings,seek comfort and gain cognitive clarity.It also reveals that although library users post negative WOM of more than 4 points(on a 5-point scale),only a few negative electronic WOMs have caused apparent impacts.