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本研究旨在探究不同关系强度和不同传播方式条件下口碑传播效果的差异。研究主体包括两部分:研究一,在综合Daniel et a1.(2011)、Frenzen&Davis(1990)、Marsden&Campbell(1984)、罗家德与谢朝霞(2008)等前人测量关系强度的量表基础上,开发适合中国大学生的关系强度的测量量表,以方便对抽样所收集的三次共481个有效样本数据进行量表的信度、效度分析。结果发现,适合中国情境关系强度测量的指标主要为亲密程度、时间长度和互惠交换三个维度;研究二,通过征集志愿者在微信平台上进行口碑传播情景实验,探究关系强度与口碑传播效果的相关性,以及传播方式的调节作用。对实验收集到的88个有效样本数据进行分析,结果表明:关系强度与口碑传播效果之间存在显著的正相关性,然而传播方式的调节作用并不显著。
The purpose of this study is to explore the differences in the effects of word-of-mouth communication under different relationship strengths and modes of transmission. The main body of research includes two parts: First, based on the measurement of the relationship strength between predecessors such as Daniel et al. (2011), Frenzen & Davis (1990), Marsden & Campbell (1984), Luo Jiade and Xie Chaoxia (2008) Chinese college students to measure the strength of the scale to facilitate the collection of samples collected three times a total of 481 valid sample data scale reliability and validity analysis. The results showed that the indicators suitable for the measurement of the intensity of contextual situation in China are three dimensions of intimacy, length of time and reciprocal exchange. In the second study, volunteers are used to carry out word-of-mouth communication scenarios on WeChat platform to explore the relationship strength and word-of-mouth communication effects Relevance, and mode of transmission of the regulatory role. The analysis of the 88 valid sample data collected from the experiment shows that there is a significant positive correlation between the strength of relationship and the effect of word-of-mouth communication, however, the moderating effect of transmission mode is not significant.