口碑在消费者决策中起着重要的作用,要深入了解消费者的购买决策,实现对口碑传播的触发和管理,就需要对消费者口碑传播的动机进行深入研究.建立消费者口碑传播动机的模型,并通过问卷调查的方法,研究了影响消费者的个人需要、个人满意度、裙带关系、服务质量和承诺对口碑行为的影响.结果表明,个人需要同口碑活跃度之间存在着显著的正向关系；个人需要和口碑激励之间没有显著的相关性；顾客满意度和裙带关系同口碑活跃度、口碑激励之间存在着正向关系；服务质量和口碑的活跃度之间存在负向关系,但与口碑激励之间存在正相关关系；承诺和口碑活跃度之间不存在着相关关系,但与口碑激励之间存在着正相关关系.通过满足顾客个人需要、提高顾客满意度、增强顾客之间的裙带关系、履行给顾客的承诺可以推动顾客口碑传播的活跃度,从而为企业口碑计划的实施提供理论帮助.%Word-of-mouth plays an important role in the consumer decision-making. Therefore,in order to deeply understand the consumer's purchase decision and to achieve the trigger and management of the word-of-mouth spead, it is necessary to study the motivation of,the word-of-mouth spead in depth. (Method) The model for the motivation of consumer word-of-mouth spread was established and the impact of consumer's personal needs, personal satisfaction, social ties, the quality of service and commitment on the word-of-mouth behavior was studied with a questionnaire survey. The results show that;① The personal needs are positively correlated with the activity of word-of-mouth,but there is no direct correlation between personal needs and encouragement of word-of-mouth;② The consumer's satisfaction and social ties have positive correlation with the activity and the encouragement of word-of-mouth, respectively;③ There is a negative correlation between service quality and the activity of word-of -mouth;④ Commitment has no relationship with the activity of word-of-mouth, but has positive influence on the encouragement of word-of-mouth. The results indicate that the activity of word-of-mouth can be promoted by meeting the consumer's personal needs, improving the consumer's satisfaction,enhancing the social ties within the consumers and fulfilling the commitment to consumers. The study will provide a theoretical help for enterprises implementing the plans for consumer's word-of -mouth.
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