微博网络口碑影响力的影响机制研究

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1、浙江理工大学硕士学位论文AbstractInlightofthegrowthofinternetusageanditsimportantroleinthefieldofe-commerce，electronic．word-of-mouth(eWOM)hasbeenchangingpeople’Sbehavioranddecisions．Peoplecountonotherusers’opinionsandinformation；theysometimesevenmakeofflinedecisionsbasedoninformationacquiredonline．Online

2、socialnetworks(OSNs)offerorganizationsdirectaccesstoaplethoraofinformationabouttheirnetworksofconnectionsandprovidethemeansbywhichtocreatetwo-way，business-to—consumer(B2C)Informationchannels．Insteadoftraditionalimpersonalandone—directionadvertising，organizationsCanestablishapersonalandtwo—wa

3、ycommunicationmedium，byacceptingmembersandhaving行iendsontheseplatforms．ThispaperaimstodiscussthephenomenonofeWOMactivityinOSNs，andinparticularmicroblog，proposeaframeworkbasedontheidentifiedacademicliterature；analyzeeWOMliteratureintermsofquantitativedevelopmentandqualitativeissuesthatareusef

4、ultobothacademicsandresearchers；andprovidedirectionsandguidelinesforfutureresearchstudiesineWOM，examinewhethertheycanbeemployedbybusinessesasaresourceforgrowthandaddingvalue．Inthispaper，itestablishesatheoreticalmodelbasedontheliteraturereview，themicroblogsenderprofessionalcompetence，thestren

5、gthofrelationshipandinteractionastheindependentvariables，cognitivetrustandemotionaltrust，redistributedwishesastheintermediatevariables，eWOMinfluentialasthevariable．Throughthemodel，itproposestheassumptionsinthisstudybasedontheexistingresearchathomeandabroadanddesignsthesurveyquestionnaire．Itu

6、sesthestatisticalanalysissoftwareSPSS16．0todoreliabilityanalysis，factoranalysis，correlationanalysisandregressionanalysisbytheresultsofthequestionnaireinordertotesttheoreticalmodelsandresearchhypotheses．Themainconclusionsofthisstudyare：(1)microblogmessagesender’Sprofessionalcompetencehasadire

7、ctpositiveeffectonthelevelofmicroblogeWOMinfluence．ItalsothroughemotionaltrustandredistributedintentiontoworkonIII浙江理工大学硕士学位论文microblogeWOMinfluence；(2)theintensityofrelationshipandfrequencyofinteractionbetweenmicroblogmessagesendersandreceiversdon