A Study on the Acceptance of Audience in the Process of Word-of-mouth Communication--Taking character tendency as the influencing factor

摘要：

　　This study mainly through the disposition of the change of the factors influenced on word-of-mouth communication process as the intermediary variable analysis, and according to Carl Jungs personality study to the audiences character is divided into introversion and extroversion, through the classification questionnaire by the way of testing the character and word of mouth and the audience through the simulation of the dress brand acceptance change research, research results show that: through word-of-mouth influence product perception of the audience and promote the acceptance of the audience, the disposition path, by influencing the audience on the dissemination of information filtering and influence of word-of-mouth to product perception and disposition of the audience accept itself has an impact.

关键词： word of mouth communication acceptance personality disposition information filtering

作者: He Qian

作者单位: Shanghai University of Engineering Science, Shanghai, 201600, China

会议类型: 国际会议

会议名称: 2017上海纺织服装创意创新研究生学术论坛暨第十一届纺织服装创新国际论坛

会议地点: 上海

会议语种:英文

页码: 238-244

在线出版日期: 2017-07-01（万方平台首次上网日期，不代表论文的发表时间）