关于传播方式对口碑传播的影响，现有研究主要从口碑发送者视角展开，研究了广播和窄播对发送者的影响。然而传播方式会对口碑接收者产生怎样的影响？已有文献尚缺乏对这一问题的探讨。本项目将主要（1）基于口碑接收者视角，检验传播方式对口碑感知有用性影响的主效应，比较广播和窄播情境下口碑感知有用性的差异；（2）基于归因理论探索传播方式对口碑感知有用性影响的心理机制，揭示传播方式对口碑感知有用性产生作用的中介变量；（3）识别传播方式对口碑感知有用性产生作用的边界条件，检验传播方式在何种情境下、对于哪类人群的口碑感知有用性的影响更强。本项目将拓展传播方式的研究视角，丰富口碑传播的相关理论，并为企业的口碑营销实践提供科学指导。

Prior research on the influence of communication method on word-of-mouth communication mainly focused on senders, and examined the influence of broadcasting vesus narrowcasting on senders' behaviors. However, the influence of communication method on recipients of the word-of-mouth is underexplored. This project will examine influence of communication method on word-of-mouth from the perspective of the recipients. Specifically, we will (1) examine the main effects of the influence of communication method on recipients’ perceived usefulness of word-of-mouth, and compare the differences in broadcasting and narrowcasting situations; (2) explore the underlying mechanism based on attribution theory, and find the mediator of the effect of communication mode on the perceived usefulness; (3) identify the boundary conditions of the above effect, and test when and for whom the effect will be strengthened. The project will expand the research perspective of communication method, enrich the relevant theories of word-of-mouth communication, and provide guidance for the company's word-of-mouth marketing practice.