摘要
本研究采用问卷调查方法，对网购消费者网络口碑传播动机的构成及网络口碑传播动机对传播意愿的作用进行研究。研究结果表明，网购消费者网络口碑传播的动机包括个人、导向、商家导向三个维度，其中，个人导向包括表达正／负面情感、自我提升和使用消费者权利；社会导向包括社会交往需求和关心其他消费者；商家导向包括获得奖励和支持／惩罚商家及推动改进两个动机。个人导向、社会导向和商家导向下的动机均对传播意愿具有正向作用。
This research tries to study the constitute and content of IWOM motivations and the relation between the motivations and willingness of IWOM spread of the consumers in the B2C/C2C websites by using regression analysis. The result of this research indicates that there are 3 dimensions of the motivations of IWOM, which are individual-oriented dimension, social-oriented dimension and business-oriented dimension. There are 3 motivations in individual-oriented dimension： expression of positive/negative emotions, self- improvement and using the rights of customers. There are 2 motivations in social-oriented dimension： social interaction needs and care for other customers. There are 2 motivations in business-oriented dimension： rewarded and support/punish businesses. Besides, the motivations of 3 dimensions all have positive impact on the willingness of IWOM spread.
出处
《现代广告》
2014年第21期89-96,共8页
Modern Advertising
关键词
网购消费者
网络口碑
传播动机
Online shopping consumer, Internet Word-of-Mouth （IWOM）, Motivation
