摘要
微博现已成为企业在线传播营销信息的重要工具.深入了解信息传播动机对于企业有针对性地开展网络营销具有重要的意义.本文以基于公共平台的企业微博为研究对象,整合关系营销和在线消费者行为理论,采用因子分析及结构方程建模方法,建立了企业微博信息传播意愿模型.研究发现,用户的沟通获益对满意度、满意度对信任和承诺、信任对承诺、承诺和声望对传播意愿均具有显著正向影响.同时,信任和承诺对满意度与传播意愿的关系存在部分中介效应.
Microblogging has become an important tool of information spread in enterprise onlinie marketing.In depth understanding of motivation for information propagation has the important meaning for enterprise carrying out network.marketing.This paper selects enterprise microblogging based on the public platform as the research object.Integrating the relationship marketing and online consumer behavior theory,the model of intent of information propagation in enterprise znicroblogging is established using the factor analysis and structural equation mnodeling methuxd The study finds that communication benefit has a positive efect on satisfacticon satisfaction has a positive effect on trust and commitent,trust has a positive effect on commitment,and both commnitment and reputation bave a signifiantly positive inluence on intent of information propagation.Meanwhile.trust and comumnitnent mediate partially the relationship between satisfaction and intent of prupagation.
作者
曹云忠
邵培基
朱文龙
CAO Yunzhong;SHAO Peiji;ZHU Wenlong(School of Management and Economics,University of Electronic Science and Technology of China,Chengdu 610054;Business School,Sichuan Agricultural University,Dujiangyan 611830)
出处
《信息系统学报》
2013年第1期64-76,共13页
China Journal of Information Systems
基金
国家自然科学基金(71101018)。
关键词
公共平台
企业微博
信息传播意愿
结构方程模型
Public platform
Enterprise microblogging
Intent of information propagation
Structural equationmodel
