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中文摘要：
了解消费者网络口碑传播的动机与行为规律是企业制定针对性网络口碑营销策略的重要前提。本文在深入访谈和问卷调查的基础上，通过因子分析发现了消费者口碑传播的九种动机，并采用回归分析研究了动机与口碑传播行为的关系，发现社区兴盛、信息回报、情感分享、支持／惩罚商家、改进服务、提升形象和获得奖励这七种动机对口碑传播行为具有显著影响。
英文摘要：
Understanding the motivations of and their relationships with eWord-of-mouth of consumer is an important premise for companies to formulate their Internet marketing strategies. By deep interviews and survey to an online sample of some 500, this research identifies 9 motivations of eWord-of-mouth of Chinese online consumers. Regression analysis shows that consumer＇s desire for a prosperous virtual community, return others in information of products, motion sharing with others, supporting or punishing the suppliers, service improvement, serf--enhancement and economic reward have a significant effect on eWord-of-mouth behavior of Chinese online consumers.
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Understanding social networking sites adoption in China: A comparison of pre-adoption and post-adopt
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