網(wǎng)絡環(huán)境下口碑再傳播意愿的影響因素研究.pdf

1、浙江大學碩士學位論文網(wǎng)絡環(huán)境下口碑再傳播意愿的影響因素研究姓名：章晶晶申請學位級別：碩士專業(yè)：管理科學與工程指導教師：陳明亮20070413浙江大學碩士學位論文網(wǎng)絡環(huán)境F的口碑再傳播意愿影響因素研究AbstractSmallworldtheoryarguethatmostcomplicatednetworkismuchsmallerthan、Ⅳeimaginerwhileanyonecallbeconnectedthroughfiien

2、dss銜e蛐dsandthenumberOf7friendsbetweentwoStrangersis5to7(Milgram1967)ThespreadofwordofmouthisakindofcomplicatedinterpersonalnetworkwhichcallinfluencemorereceiversthroughinterpersonalinformationexchangeInformationCallbedup

3、licated，pastedandquotedmoreeasilyontheInternet，whichmakeswordofmouthspreadmuchmorequicklyAlthoughthepowerofonlinewordofmonthh婦alreadybeenrc609nizedbymanypracticersresearchaboutwordofmouthspreadingandpassalongeffectisnots

4、ufficientyet。BasedonrelavantliteraturereviewthispaperfocusesonthepassalongofonlinewordofmouthFremthesource，messageandreceiver’SpointofviewweexploreandestablishawordofmouthpassalongintentionmodelThisstudyinvestigatessever

5、alonlineproductdiscussionboardsandcollects183samplesThenweusestatisticmethodsto觚ertestifyproposedconceptualmodel啊1cmainresearchfindingsare：(1)Receivers’wordofmouthpassalongintentionisaffectedbysource，messageandreclever’S

6、characteristics(2)Sourcecredibilityhasapositiveimpactonrecievers’passalongintentionWhileamongthethreedimensionsofsourcecredibilitytrustworthinessplaysthemostsignificantrole，duetotheimportanceofsoureetrustworthinessinChin

7、a(3)PerceivedplayfUlnessofonlinewordofmouthpositivelyimpactsrecicvers’onlinewordofmouthpassalongintention(4)Fromthereceivers“standpoint，wefindaltruisticandselfenhancementmotiveshaveasignificantimpactonwordofmottthpassalo

8、ngintentionWKleextroversionhasnosignificantimpactonrecievers’wordofmouthpassalongintention(5)Productinvolvementplaysamoderatingroleoftherelationshipbetweensourcecredibilityandpassalong，intention；alsoIntemetinvolvementmod