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| The Influence of Content Characteristic of Enterprise Micro-Blog on the Word of Mouth Re-Diffusion of Consumers |
| HU Ling，HAN Yuexin |
| University of Science and Technology Beijing, Beijing, China |
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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.
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Received: 24 October 2017
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