旅游地网络口碑再传播影响因素

马明

地域研究与开发 ›› 2015, Vol. 34 ›› Issue (1) : 81-86.

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地域研究与开发
PDF(844 KB)
地域研究与开发 ›› 2015, Vol. 34 ›› Issue (1) : 81-86.
城市研究

旅游地网络口碑再传播影响因素

  • 马明
作者信息 +

Factors Influencing Re-diffusion of Destination Electronic Word-of-Mouth

  • Ma Ming
Author information +
文章历史 +

摘要

关注旅游网络口碑的扩散现象、掌握网络环境下旅游口碑的再传播规律是旅游地及相关企业实现病毒式网络营销的关键。通过对收集到的982份有效问卷进行因子分析以归纳旅游地网络口碑再传播的因子，并通过逐步回归分析法探讨影响旅游地网络口碑人际再传播和群体再传播的具体因素。结果表明：对人际再传播有显著影响的因素是口碑趣味性、网站可信度、关系强度以及再传播者的帮助他人动机和知识自我效能动机；对群体再传播有显著影响的因素是关系强度以及再传播者的帮助他人动机、帮助网站动机、自我提升动机和知识自我效能动机。最后提出针对性的旅游地营销策略。

Abstract

Knowing about factors influencing re-diffusion of destination electronic word-of-mouth is essential to the success of products and services viral marketing for tourism destination and its related enterprises. This study used a questionnaire to collect 982 samples. Factor analysis was used to identify the variables influencing re-diffusion of destination electronic word-of-mouth and stepwise regression analysis then used to examine the factors of influencing on interpersonal re-diffusion and groups re-diffusion. Results show that the fun of word-of-mouth, site trustworthiness, the strength of the relationship as well as redisseminators’ motivation of help others, and knowledge of self-efficacy have a positive impact on interpersonal re-diffusion. On the other hand, the strength of the relationship and the motivation of help others, help the website, self-enhancement and knowledge of self-efficacy have a positive impact on groups re-diffusion. Based on the above findings, the article put forward specific suggestions.

关键词

旅游地 / 网络口碑 / 再传播现象 / 营销策略

Key words

tourist destination / electronic word-of-mouth / re-diffusion phenomenon / marketing strategy

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导出引用
马明. 旅游地网络口碑再传播影响因素[J]. 地域研究与开发, 2015, 34(1): 81-86
MA Ming. Factors Influencing Re-diffusion of Destination Electronic Word-of-Mouth[J]. Areal Research and Development, 2015, 34(1): 81-86
中图分类号： F590.8   

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基金

教育部人文社会科学研究规划基金项目（10YJAZH 056）；山东省软科学研究计划项目（2009RKB439）；山东省艺术科学重点课题（2013101）

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