人是传播者:什么使在线营销信息具有传染性?

2008 International Seminar on Future Information Technology and Management Engineering Pub Date : 2008-11-20 DOI:10.1109/FITME.2008.71

Xuesong Huang, Maohong Liu, Minxue Huang

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引用次数: 2

摘要

口碑作为一种说服性传播被广泛研究，但作为一种扩散性传播却很少被研究。本研究透过资讯质量、真实性、权威性和趣味性的检验，探讨网络口碑作为扩散传播及其相关的连锁效应。研究了参与者的意见领导和寻求倾向如何影响消费者的在线口碑活动。我们的研究结果表明，所有四个口碑信息维度都对传播者对口碑的接受程度有正向影响，而这反过来又对传播者的分享意愿有正向影响。本研究表明，在计算机媒介环境中，意见寻求者更有可能成为传播者。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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People as Transmitters: What Makes an Online Marketing Message Contagious?

Word of Mouth (WOM) has been extensively studied as persuasive communication but it has seldom been studied as diffusive communication. This study focuses on online WOM as diffusive communication and the accompanying associated ripple effect by examining the informationpsilas quality, authenticity, authority, and interestingness. It also investigates how a participantpsilas opinion leadership and seeking propensities influence consumerpsilas online WOM activities. Our results show that all of the four WOM information dimensions have a positive effect on a transmitterpsilas level of acceptance of WOM, which in turn positively affects the transmitterpsilas sharing intention. This study indicates that in computer-mediated environments opinion seekers are more likely to be transmitter.

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2008 International Seminar on Future Information Technology and Management Engineering

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