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随着网络口碑应用的快速发展,正面网络口碑的传播成为一种新型的市场营销工具。如何促使消费者发表正面网络口碑,是商界和学界共同关注的问题。本文从消费者购物体验满意度和消费者人格特质两个维度出发,采用结构方程模型对理论模型和研究假设进行实证分析。结果表明:影响消费者发表正面网络口碑的首要因素是消费者购物体验的满意度,其次是消费者个人特质中的外倾性和宜人性。消费者个人特质中的尽责性、神经质和开放性对正面网络口碑的发表没有影响。
With the rapid development of word-of-mouth applications, the spread of positive word-of-mouth has become a new type of marketing tool. How to motivate consumers to publish positive word of mouth, is a common concern of both business and academic circles. This article starts from the two dimensions of consumer shopping experience satisfaction and consumer personality traits, and empirically analyzes the theoretical models and research hypotheses using the structural equation model. The result shows that the primary factor influencing the consumer’s positive internet reputation is the satisfaction of consumers ’shopping experiences, followed by the extroversion and pleasantness of consumers’ personal traits. Conscientiousness, neuroticism and openness in the personal characteristics of consumers have no effect on the publication of positive online word of mouth.