| 张玥,朱庆华.信息类型和信息交流情境视角下电子口碑交流有效性要素研究[J].中国图书馆学报,2011,37(4): |
| Effectiveness of Electronic Word of Mouth: Investigation by Information Type and Communication Context |
| 信息类型和信息交流情境视角下电子口碑交流有效性要素研究 |
| |
| DOI： |
| Key words:Electronic word of mouth communication,Information type, Communication context,Tie strength,Communication mechanismSocial network |
| 中文关键词: 电子口碑交流, 信息类型, 信息交流情境, 关系强度, 信息传播方式, 社会网络 |
| 基金项目:本文系国家社会科学基金项目“互联网用户群体协作行为模式的理论与应用研究”（编号：10ATQ004）研究成果之一。 |
|
| Hits: 3964 |
| Download times: 2278 |
| Abstract: |
| Based on Social influence theory, this paper investigates the impact of three factors on the effectiveness of electronic WOM (e WOM) communication from the perspective of information type and communication context: information type (factual vs evaluative), tie strength (strong vs weak), and communication mechanism (one to one vs broadcasting) With 169 experimental participants, a 2×2×2 factorial experimental design was used to test the hypothesesThe results show that (1) evaluative e WOM messages are more effective than factual messages in affecting effectiveness of e WOM; (2)The strength of tie between the information sender and receiver also has a significant impact; (3)communication mechanism can significantly moderate the impact of tie strength on e-WOM effectiveness Based on these findings, practical strategies for website providers and marketing managers are discussed and future research is suggested 4 figs 5 tabs 22 refs |
| 中文摘要: |
| 摘要基于社会影响理论，从信息类型和交流情境角度研究了与口碑交流有效性相关的三个因素，即信息类型(事实型vs评价型)、关系强度(强关系vs弱关系)和口碑信息传播方式(一对一vs广播式)，并以169名网站参与者为实证对象，采用2×2×2因子设计实验来验证所提出的假设。最终结果显示：评价型信息比事实型信息对口碑交流有效性有更显著的影响；关系强度对口碑交流有效性有显著影响；口碑传播方式在关系强度对口碑交流有效性影响上起到了调节作用。对网络平台提供商和口碑宣传商提出了提高电子口碑交流有效性的策略和建议。图4。表5。参考文献22。 |
|
View Full Text
View/Add Comment Download reader |
