社交网络中传播者特征对网络口碑采纳的影响研究  

The Impact of eWOM Sender's Characteristics on eWOM Adoption in Social Networking Sites

作　　者：李平[1] 刘琳 王文进[1] LI Ping;LIU Lin;WANG Wenjin(College of Business Administration,Hunan University,Changsha 410082,China)

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《重庆邮电大学学报（社会科学版）》2018年第3期69-80,共12页Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)

基　　金：湖南省自然科学基金项目:营销渠道治理机制有效性的实证研究(11JJ3096);湖南省社会科学基金项目:基于环境绩效评价的公司治理机制研究(14YBA099)

摘　　要：基于"刺激-有机体-反应"(S-O-R)模型进行研究,探究了社交网络中口碑传播者特征对网络口碑采纳的影响;重点探讨了信息传播能力(专业性、活跃度)和人际吸引力(任务、社交、外貌)的关键作用,认知信任和情感信任的中介作用。此外,引入好奇心作为调节变量,进一步验证认知信任和情感信任对口碑采纳的作用机理。实证结果表明,专业性、活跃度和任务吸引力与认知信任显著正相关,活跃度、社交吸引力与情感信任显著正相关,外貌吸引力并不对情感信任产生作用。网络口碑的采纳受认知信任和情感信任的共同影响,且情感信任的影响程度更大。此外,口碑接收者的剥夺型好奇心和兴趣型好奇心分别显著增强认知信任对口碑采纳的影响及情感信任对口碑采纳的影响。This study proposes an integrated model which is grounded on Stimulus-Organism-Response（ S-O-R） model to examine how eWOM sender＇s characteristics affect eWOM adoption,especially their abilities to disseminate information and interpersonal attraction. We take both cognitive trust and affective trust into consideration. In addition,curiosity is introduced as a moderator variable to explore the impacting mechanism of affective trust and cognitive trust on eWOM adoption. Results indicate that sender＇s experience,dynamism and task attraction have positive effects on cognitive trust.Sender＇s dynamism and social attraction have positive effects on affective trust,and appearance attraction doesn＇s have effects on affective trust. Both cognitive trust and affective trust can influence eWOM adoption. Affective trust has greater influence. In addition,cognitive trust has a greater impact on eWOM adoption when consumers ＇ deprivation-type curiosity is higher. Affective trust has a greater impact on eWOM adoption when consumers＇ interest-type curiosity is higher.

关 键 词：社交网络 传播者特征 认知信任 情感信任 好奇心 网络口碑 采纳 

分 类 号：F49[经济管理—产业经济] F713.55