Research on the Influence Factors of Negative Internet Word-of-mouth Re-spread Based on the Grounded Theory

摘要：

With the popularization of internet, internet word of mouth (IWOM) influence gradually strengthen, but the research specially on negative internet word of mouth (NIWOM)is less. Based on literature review, this study use Grounded Theory qualitative method, analyze the phenomenon of consumer re-spread. The result Indicate, characteristics of promulgator, receiver and IWOM information have impact on consumer re-spread behavior through perceived risk and truth, and construct the concept model. Research conclusions enrich the relevant theory research and can be used for the follow-up study for reference.

关键词： NIWOM Grounded theory Visual clues Re-spread

作者: BI Jidong

作者单位: School of Business Administration, Shandong University of Finance and Economics, P.R.China, 250014

会议类型: 国际会议

会议名称: 2011 Exchange Conference--International Marketing Science and Information Technology(2011国际营销科学与信息技术交流大会)

会议地点: 贵阳

会议语种:英文

页码: 28-35

在线出版日期: 2011-12-17（万方平台首次上网日期，不代表论文的发表时间）