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虚拟社区是口碑传播的主要媒介环境,社区中成员所构建的身份是研究口碑效力的一个新的视角。论文认为社区成员具有个人和社区的双重身份,并通过认同机制对口碑效力产生正向作用,同时社区涉入度和群体失调作为调节变量影响身份和口碑效力之间的关系,即高社区涉入度和群体失调时,身份的影响力相对较大。
The virtual community is the main media environment for the spread of word of mouth. The identity built by members in the community is a new perspective to study the validity of word of mouth. The dissertation holds that community members have the dual identities of individuals and communities and positively influence the validity of word-of-mouth through the recognition mechanism. Meanwhile, community involvement and group disorders affect the relationship between identity and word-of-mouth effectiveness as a regulatory variable, Degree and group disorders, the influence of the relatively large.