网络口碑信息传播动机与内容表达实证研究  

An empirical study on the motivation and content expression of eWOM imformatiom

作　　者：柴海燕[1] 郑妮靖 CHAI Hai-yan;ZHENG Ni-jing(School of Economics and Management,China University of Geosciences(Wuhan),Wuhan 430062,China)

机构地区：[1]中国地质大学(武汉)经济管理学院

出　　处：《湖北农业科学》2019年第21期230-235,共6页Hubei Agricultural Sciences

基　　金：国家自然科学基金青年项目(41301156)

摘　　要：以“90后”学生餐饮网络平台发布口碑信息为对象进行问卷调查,从发送者视角剖析传播动机与口碑信息内容表述之间的关系。结果表明,满意度与网络口碑信息的内容不相关,利他主义、获得利益动机与网络口碑信息的客观性正相关,利他主义、自我提升和获得利益动机与网络口碑信息的趣味性正相关。建议餐饮企业重点引导和刺激发送者的内在动机,保证更多有趣、客观的口碑信息呈现,为消费者提供更真实的消费引导。Questionnaire survey was conducted on the electronic word-of-mouth(eWOM)information published on post-90s student catering network platfor,and the relationship between communication motivation and eWOM information content expression was analyzed from the perspective of senders.The results show that satisfaction is not related to the content of eWOM information.Altruism,interest-motivation and the objectivity of online word-of-mouth information are positively correlated.Altruism,self-improvement and interest motives are positively related to the interest of eWOM information.It is recommended that catering enterprises focus on guiding and stimulating the intrinsic motivation of the sender,ensuring more interesting and objective eWOM information presentation,and providing consumers with more realistic consumer guidance.

关 键 词：网络口碑信息 传播动机 客观性 趣味性 

分 类 号：F59[经济管理—旅游管理]