政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/120821

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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/120821

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題名:	On electronic word-of-mouth diffusion in social networks: curiosity and influence
作者:	Fang, Yu-Hui Tang, Kwei 唐揆 Li, Chia-Ying Wu, Chia-Chi
貢獻者:	企管系
關鍵詞:	social network;word-of-mouth;curiosity;influence;exploration
日期:	2018
上傳時間:	2018-11-06 14:53:43 (UTC+8)
摘要:	The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users` decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adoption and pass-along behavior. In addition, SNS influence, formed by maven, persuasiveness, and connectivity, is proposed as a moderator affecting information diffusion. The proposed framework is empirically validated using the data collected from online surveys of 590 Facebook users. Implications for theory and practice are also discussed.
關聯:	INTERNATIONAL JOURNAL OF ADVERTISING, 37(3), 360-384
資料類型:	article
DOI 連結:	http://dx.doi.org/10.1080/02650487.2016.1256014
DOI:	10.1080/02650487.2016.1256014
顯示於類別:	[企業管理學系] 期刊論文

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