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College Students’ Motivation for Providing ENWOM Questionnaire Construction and Its Correlation Research

Author: LiuYuLing
Tutor: DaiChunLin
School: Zhejiang Normal University
Course: Applied Psychology
Keywords: University student Network negative word-of-mouth Dissemination of motivation Extraversion personality
CLC: B841.7
Type: Master's thesis
Year: 2010
Downloads: 267
Quote: 1
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Abstract


The study aims to explore the structure of the Students' Network of negative word of mouth motivation , and preparation of a questionnaire with good measurement indexes . First , based on the results of previous studies combined with interviews , open-ended questionnaire survey and analysis of the content of the original information , the preparation of the Students' Network of negative word of mouth motivation questionnaire . Subsequently, exploratory and confirmatory factor analysis to examine the structure of various factors , and analyze the reliability and validity of the questionnaire . Finally, we discuss the differences in the statistical variables , and the relationship between internal and external to the personality of college students the network negative word-of-mouth spread of motivation . The main findings are as follows : ( 1 ) college students network negative word of mouth motivation is a multi-dimensional structure , including retaliation , altruism, self-expression and personal preferences . (2) The questionnaire reliability and validity analysis showed that the motivation questionnaire of this study, prepared college students network negative word of mouth has good reliability , validity and model fit . The questionnaire can be used as the Students' Network of negative word of mouth motivation measurement tools . (3) to explore the differences in the statistical variables of college students the network negative word-of-mouth spread of motivation found : 1 , revenge on gender and education there is a significant difference in male revenge motivation than female doctoral students than graduate students and undergraduate students . 2 , altruism dimension in terms of qualifications exist significant differences in undergraduate altruistic motivation than graduate students , doctoral higher than the graduate students . 3 , the performance of self- dimension difference in gender , membership levels and qualifications , male performance and self - motivation than female , doctoral students than undergraduate and graduate students , senior member than other level member . , Personal preference dimension in terms of qualifications exist significant differences in the Doctor's personal preferences motivation than undergraduate and graduate students . (4) the extraversion personality Score with college students network spread of negative word-of-mouth motivation score and altruism, personal preferences related significantly .

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