网络口碑信息传播动机与内容表达实证研究

doi:10.14088/j.cnki.issn0439-8114.2019.21.051

湖北农业科学 ›› 2019, Vol. 58 ›› Issue (21): 230-235.doi: 10.14088/j.cnki.issn0439-8114.2019.21.051

网络口碑信息传播动机与内容表达实证研究

柴海燕, 郑妮靖

中国地质大学（武汉）经济管理学院,武汉 430062

收稿日期:2019-01-07 出版日期:2019-11-10 发布日期:2019-11-27
通讯作者: 郑妮靖（1992-）,女（仡佬族）,重庆人,在读硕士研究生,研究方向为旅游市场营销,（电子信箱）727949144@qq.com。
作者简介:柴海燕（1975-）,女,河南焦作人,副教授,博士,主要从事旅游市场营销研究,（电话）15342238096（电子信箱）734941943@qq.com
基金资助:
国家自然科学基金青年项目（41301156）

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

CHAI Hai-yan, ZHENG Ni-jing

School of Economics and Management,China University of Geosciences（Wuhan）,Wuhan 430062,China

Received:2019-01-07 Online:2019-11-10 Published:2019-11-27

摘要/Abstract

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。

关键词: 网络口碑信息, 传播动机, 客观性, 趣味性

Abstract: 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.

Key words: eWOM, communication motivation, objectivity, interest

中图分类号:

柴海燕, 郑妮靖. 网络口碑信息传播动机与内容表达实证研究[J]. 湖北农业科学, 2019, 58(21): 230-235.

CHAI Hai-yan, ZHENG Ni-jing. An empirical study on the motivation and content expression of eWOM imformatiom[J]. HUBEI AGRICULTURAL SCIENCES, 2019, 58(21): 230-235.

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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

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