Abstract：Studying the influence of stimulations of micro-blog content characteristic on the Word of Mouth Re-diffusion of Consumers from the perspective of exogenous WOM, this paper takes micro-blog users as the object of study, discussing the impact of content characteristic which is divided into interest、usefulness and interaction on WOM re-diffusion, and introducing personality as a moderator. It was found that content characteristic’s interest、usefulness and interaction are positively correlated with WOM re-diffusion intention and behavior. At the same time, consumer personality moderates the relationship of content characteristic and WOM re-diffusion intention，personality plays interfere type of moderation between interest、interaction and WOM re-diffusion intention, and enhanced type of moderation between usefulness and word-of-mouth re-diffusion intention.
胡玲，韩悦心. 企业微博的信息特征对消费者口碑再传播的影响研究[J]. 管理学报, 2018, 15(11): 1713-.
HU Ling，HAN Yuexin. The Influence of Content Characteristic of Enterprise Micro-Blog on the Word of Mouth Re-Diffusion of Consumers. Chinese Journal of Management, 2018, 15(11): 1713-.
