舆情潜伏期不同服务补救方式对大众口碑传播意愿的影响

被引：6

作者：

张飞

吴金红

机构：

[1] 武汉纺织大学管理学院

来源：

情报资料工作 | 2016年 / 03期

关键词：

舆情控制; 公共服务; 服务补救; 公众情绪; 口碑传播;

D O I：

暂无

中图分类号：

G206 [传播理论];

学科分类号：

050302 ;

摘要：

文章通过构建服务补救方式、公众情绪和口碑传播意愿的影响模型,研究舆情潜伏期不同服务补救方式对大众口碑传播意愿的影响。分析表明在四类服务失误与补救的情景下,地方政府主动补救和被动补救对公众情绪和口碑传播行为意向存在显著差异。其中,地方政府主动补救较之于被动补救而言,对公众正面情绪、口碑传播意向的影响显著要高,而对负面情绪的影响显著要低;同时,公众正面情绪与口碑传播意向存在显著正相关;公众负面情绪与口碑传播行为意向存在显著负相关;此外,结果失误中的补救效果显著高于过程失误中的补救效果。

引用

页码：85 / 89

页数：5

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