口碑传播意愿

顾客感知价值、顾客忠诚对口碑传播意愿影响研究

Study on the Effect of Customer Perceptions , Customer Loyalty on Word of Mouth Willingness

再次，确定各变量间的影响关系，并结合成果1，在正、负情景下，分别构建了自我建构对消费者口碑传播意愿的影响模型。

Thirdly , determine the relationship between variables . Combined the result 1 , the model was proposed in positive and negative scenarios .

游客体验感知与网络口碑传播意愿的关系十分密切，是旅游目的地网络口碑营销中的重要问题，对目的地形象塑造、游客管理、市场动态掌控等方面具有广泛实践意义。

A close relation that exists between tourist experience and Internet-word-of-mouth intention is an very important issue in the tourism destination marketing , and is of great significant to destination image visitor management and so on .

因此现阶段企业如何通过网络试用体验去提升消费者的感知价值，从而形成消费者正向的口碑传播意愿成为了当今试用营销理论的研究焦点。

Therefore , at the present time how to increase the consumer perception value through the network experience , and lastly form the active word of mouth intention has become the focus study of the test marketing theory .

服务质量提高达到积极惊讶情绪（惊喜）启动阈限以后，被试的口碑传播意愿、重复购买意愿、总体感知服务质量和总体满意度较原来会显著提高。

In service process , the effect of service quality improving on happiness emotion , total perceived service quality , total satisfaction , word of mouth intention and repurchase intention of customer is magrginal utility descending , especially more quickly after beyond the positive surprise priming threshold .