Factors Affecting Internet Word-of-mouth Dissemination Intention Under the Environment of Electronic Commerce

摘要：

　　Word-of-mouth marketing is one of marketing methods.It plays more and more important role in electronic commerce environment.This article puts forward nine factors influencing internet word-of-mouth dissemination intention based on literature review.The questionnaires are issued via internet.The hypotheses of model are tested by SPSS17.0 and AMOS20.0.The results show that the objectivity, playfulness, and egoistic motives have a significant influence on the internet word-of-mouth dissemination intention.And professionality, trustworthiness of platform, quality of word-of-mouth, personality traits, resonance, and strength of relationship have no significant effect on intention.

关键词： dissemination intention electronic commerce factors word-of-mouth

作者: DAI Zhuo LI Zaiyue

作者单位: School of Electronic Commerce, Jiujiang University, Jiujiang, China, 332005

会议类型: 国际会议

会议名称: The 9th (2017)International Conference on Financial Risk and Corporate Finance Management(第九届(2017)金融风险与公司金融国际研讨会)

会议地点: 日本

会议语种:英文

页码: 130-136

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）