Research On The Factors That Influence The "Forward" Willingness Of Microblogging Receivers Regarding The Online Word-of-mouth Of Travel Agencies On The Microblogging

As an important carrier of online word-of-mouth, microblogging has become a new tool ofword-of-mouth marketing. The again spread of word-of-mouth in microblogging is its“forward”function. This article is from the point of view of information receivers and its researchobject is the “forward” willingness of microblogging receivers, and we want to figure out whichfactors influence microblogging receivers’“forward”willingness.This article explores the factors that influence the “forward” willingness of microbloggingreceivers based on literature review and the reality of “forward” microbloggings from thefollowing four aspects: information publishers, information contents, information receivers andthe relationship between information publishers and information receivers.What’s more, thisarticle add the degree of trust of microblogging receivers as a mediating variable, and theproduct involvement and the microblogging involvement of microblogging receivers as twomoderators. Thus, this article constructs a theoretical model about the factors that influencemicroblogging receivers’“forward” willingness regarding the word-of-mouth of travel agencies.At the end of this article, it proposes some suggestions on how to use microblogging to carry outword-of-mouth marketing for travel agencies.This article takes the method of online questionnaire and211valid questionnaires arecollected. Then we use statistical analysis tools such as SPSS17.0and AMOS18.0to verify themodel we construct. The results show that:(1)The professional features of microblogging publishers, the fun features of themicroblogging, the altruistic motives and self-improvement motives of microbloggging receiversand the relationship strength between microblgging publishers and microblogging receivers havepositive effects on microblogging receivers’“forward”willingness.(2)The degree of trust of microblogging receivers plays an intermediary role between the theprofessional features of microblogging publishers, the fun features of the microblogging, therelationship strength between microblgging publishers and microblogging receivers andmicroblogging receivers’“forward” willingness.(3)The product involvement plays an moderating role between the professional features of microblogging publishers and microblogging receivers’“forward” willingness. However, themicroblogging involvement does not play an moderating role between the professional featuresof the microblogging and microblogging receivers’“forward” willingness.