章节

关系破冰:高居住流动性环境下的口碑传播及其心理功能

摘要

基于社会生态心理学视角,本研究对口碑传播在高居住流动性环境下的心理功能进行了探索。研究一发现个体的居住流动性与口碑传播意愿呈正相关关系,研究二进一步探明了二者的因果关系及关系不确定性在其中的解释作用,研究三则直接揭示了口碑传播行为的积极心理功能——降低高居住流动性所带来的关系不确定性。本研究发掘了高居住流动性社会中口碑传播现象蕴含的特定心理意义,为人们理解驱动传播行为的社会生态环境动因提供了重要参照,并可为社会变迁背景下的营销传播策略制定提供依据。

作者

李雅雯 ,北京师范大学心理学部硕士研究生。
杨婧洁 ,北京师范大学心理学部硕士研究生。
王芳 ,北京师范大学心理学部教授、博士生导师。

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关系破冰:高居住流动性环境下的口碑传播及其心理功能

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章节目录

  • 一 引言
    1. (一)居住流动性形塑关系不确定性
    2. (二)口碑传播缓解关系不确定性
    3. (三)假设提出
  • 二 研究一:个体居住流动性与口碑传播意愿间的相关关系
    1. (一)研究目的
    2. (二)研究方法
      1. 1.被试
      2. 2.研究材料
    3. (三)研究结果
  • 三 研究二:居住流动性与口碑传播意愿的因果关系
    1. (一)研究目的
    2. (二)研究方法
      1. 1.被试
      2. 2.研究流程
    3. (三)研究结果
      1. 1.居住流动性与口碑传播意愿
      2. 2.关系不确定性的中介作用
  • 四 研究三:口碑传播降低流动带来的关系不确定性
    1. (一)研究目的
    2. (二)研究方法
      1. 1.被试
      2. 2.研究流程
    3. (三)研究结果
  • 五 讨论
    1. (一)研究意义
    2. (二)不足与展望

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