| 消费者社群地位与生成内容有效性的关系研究 |
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| 引用本文： | 王平,陈启杰.消费者社群地位与生成内容有效性的关系研究[J].财贸研究,2011,22(3):111-120. |
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| 作者姓名： | 王平 陈启杰 |
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| 作者单位： | 1. 上海财经大学国际工商管理学院,上海,200433;安徽财经大学工商管理学院,安徽蚌埠,233030
2. 上海财经大学国际工商管理学院,上海,200433 |
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| 基金项目： | 安徽高校省级自然科学研究项目"网络互助社群中消费者内容选择与行动意愿的关系研究"，上海财经大学研究生创新基金项目"网络互助社群中消费者生成内容:理论与实证研究" |
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| 摘 要： | 随着Web2.0技术的发展,消费者可通过在线网络或社区自由地生成各种各样的内容。通过对太平洋快问网收集的数据进行科学分析,结果表明:消费者的社群地位正向影响其生成内容的有效性;消费者生成内容的领域宽度中介了社群地位与生成内容有效性的关系,并从总体上对生成内容的信息量和有效性产生负向影响;消费者生成内容的频率中介了社群地位与生成内容有效性的关系,并从总体上对生成内容的有效性产生负向影响;消费者生成内容的信息量中介了社群地位与生成内容有效性的关系,并对生成内容的有效性产生正向影响。
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| 关 键 词： | 消费者社群地位 消费者生成内容 有效性 |
A Study on the Relationship between Consumers' Statue of Community and Effectiveness of Consumer-generated Content |
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| WANG Ping,CHEN Qi-jie.A Study on the Relationship between Consumers' Statue of Community and Effectiveness of Consumer-generated Content[J].Finance and Trade Research,2011,22(3):111-120. |
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| Authors: | WANG Ping CHEN Qi-jie |
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| Institution: | 1 (1. School of International Business Administration, Shanghai University of Finance & Economics, Shanghai, 200433; 2. School of Business Administration, Anhui University of Finance & Economics, Bengbu 233030) |
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| Abstract: | With the development of Web 2.0 technology, consumers can generate content freely through online networks or communities. Consumers′statue of community impacts effectiveness of consumer-generated content (CGC) positively;the breadth of fields of CGC mediates the relationship between consumers′statue of community and effectiveness of CGC, and has a negative impact on the amount of information and effectiveness of CGC as a whole;the frequency of CGC mediates the relationship between consumers′statue of community and effectiveness of CGC, and has a negative impact on the effectiveness of CGC as a whole;the amount of information of CGC mediates the relationship between consumers’statue of community and effectiveness of CGC, and has a positive impact on the effectiveness of CGC. |
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| Keywords: | consumers′statue of community consumer-generated content (CGC) effectiveness |
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