【摘要】 基于"刺激-有机体-反应"(S-O-R)模型进行研究,探究了社交网络中口碑传播者特征对网络口碑采纳的影响;重点探讨了信息传播能力(专业性、活跃度)和人际吸引力(任务、社交、外貌)的关键作用,认知信任和情感信任的中介作用。此外,引入好奇心作为调节变量,进一步验证认知信任和情感信任对口碑采纳的作用机理。实证结果表明,专业性、活跃度和任务吸引力与认知信任显著正相关,活跃度、社交吸引力与情感信任显著正相关,外貌吸引力并不对情感信任产生作用。网络口碑的采纳受认知信任和情感信任的共同影响,且情感信任的影响程度更大。此外,口碑接收者的剥夺型好奇心和兴趣型好奇心分别显著增强认知信任对口碑采纳的影响及情感信任对口碑采纳的影响。更多还原

【Abstract】 This study proposes an integrated model which is grounded on Stimulus-Organism-Response( S-O-R) model to examine how eWOM sender’s characteristics affect eWOM adoption,especially their abilities to disseminate information and interpersonal attraction. We take both cognitive trust and affective trust into consideration. In addition,curiosity is introduced as a moderator variable to explore the impacting mechanism of affective trust and cognitive trust on eWOM adoption. Results indicate that sender’s experience,dynamism and task attraction have positive effects on cognitive trust.Sender’s dynamism and social attraction have positive effects on affective trust,and appearance attraction doesn’s have effects on affective trust. Both cognitive trust and affective trust can influence eWOM adoption. Affective trust has greater influence. In addition,cognitive trust has a greater impact on eWOM adoption when consumers ’ deprivation-type curiosity is higher. Affective trust has a greater impact on eWOM adoption when consumers’ interest-type curiosity is higher.更多还原