网络社会化媒体营销中负面口碑影响因素分析

Proceedings of the 2019 3rd International Conference on Software and e-Business Pub Date : 2019-12-09 DOI:10.1145/3374549.3374556

Nirankush Dutta, Ayush Verma, Anil K. Bhat

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引用次数: 4

摘要

网络社交媒体(OSM)营销的出现需要对现有的负面口碑(NWOM)研究进行进一步研究。早期的研究主要集中在食用NWOM的影响上。另一方面，本研究试图找出可能促使OSM用户通过这些平台传播NWOM的各种因素的影响。研究结果证实，外部激励因素——交易倾向——显著诱导电子NWOM (e-NWOM)。此外，本文还探讨了交易倾向对网络创业与网络创业影响因素之间关系的调节作用。

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Analysis of Factors Influencing Negative e-Word of Mouth in Online Social Media Marketing

The advent of online social media (OSM) marketing necessitates further examination of existent studies on the negative word of mouth (NWOM). Earlier studies have focused mostly on the effect of consumption of NWOM. The present research paper, on the other hand, strives to find out the influence of various factors that may motivate users of the OSM to propagate NWOM through these platforms. The results of the study confirm that external motivation factor -- Deal Proneness - significantly induces electronic NWOM (e-NWOM). Also, the moderation effect of Deal Proneness on the relationship between N-eWOM and the factors influencing e-NWOM is discussed.

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Proceedings of the 2019 3rd International Conference on Software and e-Business

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