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| 网络口碑动机与口碑行为的关系研究 | |
| 引用本文： | 阎俊,蒋音波,常亚平. 网络口碑动机与口碑行为的关系研究[J]. 管理评论, 2011, 0(12) |
| 作者姓名： | 阎俊 蒋音波 常亚平 |
| 作者单位： | 华中科技大学管理学院; |
| 基金项目： | 国家自然科学基金项目(70872037;71072032) |
| 摘 要： | 了解消费者网络口碑传播的动机与行为规律是企业制定针对性网络口碑营销策略的重要前提。本文在深入访谈和问卷调查的基础上,通过因子分析发现了消费者口碑传播的九种动机,并采用回归分析研究了动机与口碑传播行为的关系,发现社区兴盛、信息回报、情感分享、支持/惩罚商家、改进服务、提升形象和获得奖励这七种动机对口碑传播行为具有显著影响。 |
| 关 键 词： | 网络口碑 动机 在线消费者 |
Relationship between Motives and Behavior of eWord-of-Mouth |
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| Yan Jun,Jiang Yingbo , Chang Yaping. Relationship between Motives and Behavior of eWord-of-Mouth[J]. Management Review, 2011, 0(12) | |
| Authors: | Yan Jun Jiang Yingbo Chang Yaping |
| Affiliation: | Yan Jun,Jiang Yingbo and Chang Yaping(Management School,Huazhong University of Science and Technology,Wuhan 430074) |
| Abstract: | Understanding the motivations of and their relationships with eWord-of-mouth of consumer is an important premise for companies to formulate their Internet marketing strategies.By deep interviews and survey to an online sample of some 500,this research identifies 9 motivations of eWord-of-mouth of Chinese online consumers.Regression analysis shows that consumer's desire for a prosperous virtual community,return others in information of products,motion sharing with others,supporting or punishing the suppliers... |
| Keywords: | eWord-of-mouth motivations online consumer |
| 本文献已被 CNKI 等数据库收录！ | |