FACTORS INFLUENCING INTENTION TO FORWARD SHORT INTERNET VIDEOS

被引：56

作者：

Huang, Jinsong ^{[1
]}

Chen, Rong ^{[2
]}

Wang, Xia ^{[3
]}

机构：

[1] Beihang Univ, Sch Econ & Management, Dept Business Adm, Beijing 100191, Peoples R China

[2] Tsinghua Univ, Dept Mkt, Beijing, Peoples R China

[3] Renmin Univ China, Dept Mkt, Beijing, Peoples R China

来源：

SOCIAL BEHAVIOR AND PERSONALITY | 2012年 / 40卷 / 01期

关键词：

short Internet video; forwarding intention; quality perception; benefit expectation; WORD-OF-MOUTH; EMPATHY; MOTIVATIONS; MODEL;

D O I：

10.2224/sbp.2012.40.1.5

中图分类号：

B84 [心理学];

学科分类号：

010107 [宗教学];

摘要：

Interpersonal short video forwarding is currently one of the most popular activities of Internet users. One of the key factors that affects this online interpersonal behavior is forwarding intention. In this study, a quality perception -> benefit expectation -> intention model was proposed to explain the formation of video forwarding intention. To test the model data were collected from 210 undergraduate students. The results showed that perceptions of the quality of the content and empathy affect 3 benefit expectations of control, inclusion, and affection. In addition, control, inclusion, and affection affect forwarding intention.

引用

页码：5 / 14

页数：10

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