摘要
【目的/意义】界定及区分虚拟社区即时网络口碑传播和持续网络口碑传播行为,从动机视角切入研究三类动机(内在,外在,社会性)对两种网络口碑传播意愿(即时/持续)的影响效果,对完善网络口碑传播行为研究具有重要意义。【方法/过程】以冲动行为理论、动机理论、自我决定理论构建相应研究模型,使用307份有效消费体验社交分享平台用户样本,通过结构方程模型验证研究模型的有效性。【结果/结论】不同类别动机对两种类型的网络口碑传播意愿存在不同的影响效果。在网络口碑动机因素中,内在动机因素可同时促进即时网络口传与持续网络口传意愿的发生,外在动机因素只对持续网络口传意愿有正向促进作用,而社会动机因素是虚拟社区内进行即时口传的主导因素,研究模型具有充足的解释力。依据研究结果本文提出促进两种网络口碑传播的对策建议。
【Purpose/significance】Defining and distinguishing users’ spreding behavior of immediate e WOM and ongoing e WOM in virtual community,and studying the effects of three types of motivations（internal, external, social） on two kinds of e WOM intention from the perspective of motivation. It is of great significance to complete the research of electronic wordof-mouth behavior.【Method/process】Built on the impulsive behavior theory, motivation theory and self-determined study,we propose a research model and verify it with 307 user samples from consumption experience sharing platform.【Result/conclusion】The results show that different types of motivations have different effects on two kinds of e WOM. Intrinsic motivation factors can promote both immediate e WOM and ongoing e WOM intention while external motivation factors only have positive effect on ongoing e WOM intention, social motivation is the dominant factor to trigger immediate e WOM behavior in virtual communities. Our research model has sufficient explanatory power and countermeasures. Suggestions are given to promote two kinds of e WOM behavior.
出处
《情报科学》
CSSCI
北大核心
2017年第11期126-131,共6页
Information Science
基金
国家自然科学青年基金项目(71202120)
国家社科重大攻关项目(16ZDA039)
武汉大学青年学者创新团队项目(2016013)
关键词
即时网络口碑传播
持续网络口碑传播
社区归属感
immediate electronic word-of-mouth
ongoing electronic word-of-mouth
community belonging sense
