舆情潜伏期不同服务补救方式对大众口碑传播意愿的影响  

Influence on Mass Reputation Spread Willingness of Different Service Remedies in the Public Opinion Incubation Period

作　　者：张飞[1] 吴金红[1] 

机构地区：[1]武汉纺织大学管理学院,湖北430073

出　　处：《情报资料工作》2016年第3期85-89,共5页Information and Documentation Services

基　　金：国家社会科学基金青年项目"基于大数据的产业竞争态势动态预警机制研究"(编号:13CTQ033);教育部人文社会科学青年基金项目"公民网络表达与政府回应机制研究"(编号:12YJC810035)的研究成果

摘　　要：文章通过构建服务补救方式、公众情绪和口碑传播意愿的影响模型,研究舆情潜伏期不同服务补救方式对大众口碑传播意愿的影响。分析表明在四类服务失误与补救的情景下,地方政府主动补救和被动补救对公众情绪和口碑传播行为意向存在显著差异。其中,地方政府主动补救较之于被动补救而言,对公众正面情绪、口碑传播意向的影响显著要高,而对负面情绪的影响显著要低;同时,公众正面情绪与口碑传播意向存在显著正相关;公众负面情绪与口碑传播行为意向存在显著负相关;此外,结果失误中的补救效果显著高于过程失误中的补救效果。By constructing the model of service recovery,public sentiment and the willingness of word-ofmouth communication,the influence of different service recovery methods on public word of mouth is studied.The analysis shows that the effect of proactive and reactive recovery by the local government on public emotion and word—of-mouth behavioral intention diversifies significantly in the four types of scenarios of service failure and recovery.Compared with passive remedy,the active recovery by the local government has great influence on the positive public emotion and word-of-mouth intention,but smaller impact on the negative sentiments.At the same time,word-of-mouth behavioral intention is positively correlated with public positive sentiment and negatively correlated with negative public emotion.In addition,the remedial effect of the outcome failure is remarkably higher than that of the process fault.

关 键 词：舆情控制 公共服务 服务补救 公众情绪 口碑传播 

分 类 号：G206[文化科学—传播学]