口碑传播者特征对社交网络口碑信任的影响  

Trust of e WOM on Social Networking Sites from Perspectives of e WOM Senders' Characteristics

作　　者：李平[1] 刘琳 王文进[1] 

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《北京邮电大学学报（社会科学版）》2017年第5期13-20,共8页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

摘　　要：引入口碑接收者的好奇心作为调节变量,构建了社交网站下口碑传播者不同特征对网络口碑信任的影响研究模型。使用调查问卷获取数据,并用Smart PLS软件对其进行分析。实证结果表明,口碑传播者的信息传播能力和任务吸引力正向影响基于认知的口碑信任;社交吸引力和关系强度正向影响基于情感的口碑信任,而外貌吸引力不对基于情感的口碑信任产生影响。口碑接收者的好奇心对口碑传播者特征与口碑信任之间的关系有调节作用,剥夺型好奇心正向调节信息传播能力和任务吸引力对基于认知的口碑信任的影响;兴趣型好奇心负向调节社交吸引力对基于情感的口碑信任的影响,而对关系强度与基于情感的口碑信任的关系无调节作用。Curiosity is introduced to be a moderator variable to explore the impacting mechanism of electronic word of mouth（ e WOM） sender＇s characteristics on trust of e WOM. Smart PLS software is applied to analyze the data from questionnaire. The empirical results show that e WOM senders＇ capacities of information transmission and task attraction have positive effects on trust of e WOM through a cognition path. Social attraction and relationship strength have positive effects on trust of e WOM based on emotions,while appearance attraction has no effect on trust of e WOM through that way. It is also found that social networking services（ SNS） users focus on different stimuli of SNSs,depending on their levels of deprivation-type curiosity（ DC） and interest-type curiosity（ IC）. Capacity of the e WOM sender and task attraction has a stronger impact on trust of e WOM when receiver＇s DC is higher; social attraction has a weaker impact on trust of e WOM when receiver＇s IC is higher,while relationship strength has a steadfast impact on trust of e WOM.

关 键 词：传播者特征 网络口碑信任 好奇心 社交网络 

分 类 号：F49[经济管理—产业经济] F713.55