朋友圈社交行为对购买意愿的影响研究:认同与内化的中介作用及性别的调节作用
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摘要
朋友圈社交行为对消费者购买意愿的影响机理是有效实现社交商务活动的重要前提。基于修订的社会影响理论构建了社交行为对购买意愿影响的理论模型,系统地研究了朋友圈情景下社交行为对购买意愿影响的作用机理。通过对微信朋友圈的问卷调查发现:认同机制与内化机制在朋友圈社交行为对购买意愿的关系中起到了完全中介作用;以性别为调节变量验证了女性人群中认同机制和内化机制发挥着中介作用,而男性人群中内化机制不具有中介效应,且性别在内化对认同的影响关系中具有调节效应。研究结论有助于社交商务平台有针对性的设计交互功能促进商务活动,有助于商家选择合适的营销策略提高收益。
The mechanism of how friends' social interaction influences their purchase intention is an important prerequisite for effective social business activities. Based on the revised social influence theory,a theoretical model regarding the influence of social interaction on the purchase intention is constructed,and the mechanism of the influence of social interaction on purchase intention in friendship group context is systematically studied. Through a questionnaire survey of Wechat moments,this paper finds that identification and internalization play absolute mediating roles in the relationship between social interaction and purchase intention. And this paper verifies the moderating effect of gender,which shows that identification and internalization play a completely mediating role among women,in contrast,the internalization mechanism does not work among men. And gender also has a moderating effect in the relationship between the identification and internalization. Our findings can help social commerce platforms develop tailor-made interactive functions to promote commercial activities,and companies can also apply our findings to strengthen their marketing strategies.
The mechanism of how friends' social interaction influences their purchase intention is an important prerequisite for effective social business activities. Based on the revised social influence theory,a theoretical model regarding the influence of social interaction on the purchase intention is constructed,and the mechanism of the influence of social interaction on purchase intention in friendship group context is systematically studied. Through a questionnaire survey of Wechat moments,this paper finds that identification and internalization play absolute mediating roles in the relationship between social interaction and purchase intention. And this paper verifies the moderating effect of gender,which shows that identification and internalization play a completely mediating role among women,in contrast,the internalization mechanism does not work among men. And gender also has a moderating effect in the relationship between the identification and internalization. Our findings can help social commerce platforms develop tailor-made interactive functions to promote commercial activities,and companies can also apply our findings to strengthen their marketing strategies.
引文
[1]Liang T.P.,Turban E.Social Commerce:A Research Framework for Social Commerce[J].International Journal of Electronic Commerce,2011,16(2):5-13
[2]冯娇,姚忠.基于强弱关系理论的社会化商务购买意愿影响因素研究[J].管理评论,2015,27(12):99-109
[3]Turker C.,Zhang J.How Does Popularity Information Affect Choices?A Field Experiment[J].Management Science,2011,57(5):828-842
[4]Zhao M.,Xie J.Effect of Social and Temporal Distance on Consumers’Responses to Peer Recommendations[J].Marketing Research,2011,48(3):486-496
[5]2016微信用户数量统计[EB/OL].http://www.didown.com/news/29040.html,2016-01-11
[6]微信朋友圈广告用户感知调查报告[EB/OL].http://www.iimedia.cn/38521.html,2015-01-27
[7]Godes D.,Mayzlin D.Using Online Conversations to Study Word of Mouth Communication[J].Marketing Science,2005,23(4):545-560
[8]Lu X.H.,Ba S.L.,Huang L.H.Promotional Marketing or Word of Mouth?Evidence from Online Restaurant Reviews[J].Information Systems Research,2013,24(3):596-612
[9]Chen Y.B.,Xie J.H.Online Consumer Review:Word of Mouth as a New Element of Marketing Communication Mix[J].Management Science,2008,54(3):477-491
[10]Kim S.,Park H.Effects of Various Characteristics of Social Commerce on Consumers’Trust and Trust Performance[J].International Journal of Information Management,2013,33(2):318-332
[11]Tsai H.T.,Bagozzi R.P.Contribution Behavior in Virtual Communities:Cognitive,Emotional and Social Influence[J].MIS Q,2014,38(1):143-163
[12]Chen Y.,Wang Q.,Xie J.Online Social Interactions:A Natural Experiment on Word of Mouth Versus Observational Learning[J].Marketing Research,2011,48(2):238-254
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[16]Kelman H.C.Compliance,Identification,and Internalization:Three Processes of Attitude Change[J].Journal of Conflict Resolution,1958,2(1):51-60
[17]Venkatesh V.,Davis F.D.A Theoretical Extension of the Technology Acceptance Model:Four Longitudinal Field Studies[J].Management Science,2000,46(2):186-204
[18]Teo T.H.,Lim V.K.Gender Differences in Internet Usage and Task Preference[J].Behavior and Information Technology,2000,19(4):283-295
[19]Wang E.S.Internet Usage Purposes and Gender Differences in the Effects of Perceived Utilitarian and Hedonic Value[J].Cyberpsychology,Behavior and Social Networking,2010,13(2):179-183
[20]Yeh H.,Yang W.N.A Study of Purchase Behavior in Taiwan’s Online Auction Websites:Effects of Uncertainty and Gender Differences[J].Internet Research,2012,22(1):98-115
[21]Awad N.F.,Ragowsky A.Establishing Trust in Electronic Commerce through Online Word of Mouth:An Examination Across Genders[J].Journal of Management Information systems,2008,24(4):101-121
[22]Berenbaum S.A.,Markus M.L.Effects of Early Androgen’s on Sex-typed Activities and Interests in Adolescents with Congenital Adrenal Hyperplasia[J].Hormones and Behavior,1999,35(1):64-79
[23]Meyers L.J.Elaboration on Elaboration:The Distinction Between Relational and Item-specific Elaboration[J].Journal of Consumer Research,2014,18(3):358-367
[24]Eagly A.H.,Wood W.Explaining Sex Differences in Social Behavior:A Meta-analytic Perspective[J].Personality and Social Psychology Bulletin,2005,17(3):306-315
[25]Fang Y.,Neufeld D.Understanding Sustained Participation in Open Source Software Projects[J].Journal of Management Information Systems,2009,25(4):9-50
[26]Cross S.E.,Madson L.Models of The Self:Self-construal’s and Gender[J].Psychological Bulletin,1997,122(1):5-37
[27]Cheung C.M.K.,Lee M.K.O.Rabjohn N.The Impact of Electronic Word-of-mouth:The Adoption of Online Opinions in Online Customer Communities[J].Internet Research,2008,18(3):229-247
[28]Zhang W.,Watts S.A.Capitalizing on Content:Information Adoption in Two Online Communities[J].Journal of Association for Information Systems,2008,9(2):73-94
[29]Petty R.E.,Cacioppo J.T.,Goldman R.P.Personal Involvement as A Determinant of Argument-based Persuasion[J].Journal of Personality and Social Psychology,1981,41(5):847-855
[30]Park D.H.,Lee J.The Effect of Online Consumer Reviews on Consumer Purchase Intention:The Moderating Role of Involvement[J].International Journal of Electronic Commerce,2007,11(4):125-148
[31]Chevalier J.A.,Mayzlin D.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Social Science Electronic Publish,2004,43(3):345-354
[32]Choi J.,Hui S.K.,Bell D.R.Spatiotemporal Analysis of Imitation Behavior Across New Buyers at An Online Grocery Retailer[J].Journal of Marketing Research,2010,47(1):75-89
[33]Yi M.Y.,Yoon J.J.,Davis J.M.,et al.Untangling the Antecedents of Initial Trust in Web-based Health Information:The Roles of Argument Quality,Source Expertise,and User Perceptions of Information Quality and Risk[J].Decision Support Systems,2013,55(1):284-295
[34]Sussman S.W.,Siegal W.S.Informational Influence in Organizations:An Integrated Approach to Knowledge Adoption[J].Information Systems Research,2003,14(2):47-65
[35]Wang Y.C.,Yu C.H.Social Interaction-based Consumer Decision-making Model in Social Commerce:The Role of World of Mouth and Observational Learning[J].International Journal of Information Management,2015,15(4):2-11
[36]Kim Y.A.,Ahmad M.A.Trust,Distrust and Lack of Confidence of Users in Online Social Media-sharing Communities[J].Knowledge Based Systems,2012,37(2):438-450
[37]Bonabeau E.The Perils of the Imitation Age[J].Harvard Business Review,2004,82(6):99-104
[38]Chen Y.F.Herd Behavior in Purchasing Books Online[J].Computers in Human Behavior,2008,24(5):1977-1992
[39]Rogers E.M.,Bhowmik D.K.Homophily-heterophily:Relational Concepts for Communication Research[J].Public Opinion Quarterly,1970,34(4):523-538
[40]Ballantine P.W.,Martin B.A.Parasocial Relationship in Online Communities[J].Advances in Consumer Research,2005,32(1):197-201
[41]Horton D.,Wohl R.R.Mass Communication and Para-social Interaction:Observations on Intimacy at a Distance[J].Psychiatry-Interpersonal and Biological Process,1956,19(3):215-229
[42]Parboteeah D.V.,Joseph S.V.,Wells D.J.The Influence of Websites Characteristics on a Consumer’s Urge to Buy Impulsively[J].Information Systems Research,2009,20(1):60-78
[43]Zhang J.R.,Liu Y.,Chen Y.Social Learning in Networks of Friends versus Strangers[J].Marketing Science,2015,34(4):573-589
[44]Trope Y.,Liberman N.,Wakslak C.Construal Levels and Psychological Distance:Effects on Representation,Prediction,Evaluation,and Behavior[J].Journal of Consumer Psychology,2007,17(2):83-95
[45]Lascu D.,Zinkhan G.Consumer Conformity:Review and Applications for Marketing Theory and Practice[J].Journal of Marketing Theory and Practice,1999,7(3):1-12
[46]Kibourne W.,Weeks S.A Socioeconomic Perspective on Gender Bias in Technology[J].Journal of Socioeconomic,1997,26(1):243-260
[47]Mayzlin D.Promotional Chats on the Internet[J].Marketing Science,2006,25(2):155-163
[2]冯娇,姚忠.基于强弱关系理论的社会化商务购买意愿影响因素研究[J].管理评论,2015,27(12):99-109
[3]Turker C.,Zhang J.How Does Popularity Information Affect Choices?A Field Experiment[J].Management Science,2011,57(5):828-842
[4]Zhao M.,Xie J.Effect of Social and Temporal Distance on Consumers’Responses to Peer Recommendations[J].Marketing Research,2011,48(3):486-496
[5]2016微信用户数量统计[EB/OL].http://www.didown.com/news/29040.html,2016-01-11
[6]微信朋友圈广告用户感知调查报告[EB/OL].http://www.iimedia.cn/38521.html,2015-01-27
[7]Godes D.,Mayzlin D.Using Online Conversations to Study Word of Mouth Communication[J].Marketing Science,2005,23(4):545-560
[8]Lu X.H.,Ba S.L.,Huang L.H.Promotional Marketing or Word of Mouth?Evidence from Online Restaurant Reviews[J].Information Systems Research,2013,24(3):596-612
[9]Chen Y.B.,Xie J.H.Online Consumer Review:Word of Mouth as a New Element of Marketing Communication Mix[J].Management Science,2008,54(3):477-491
[10]Kim S.,Park H.Effects of Various Characteristics of Social Commerce on Consumers’Trust and Trust Performance[J].International Journal of Information Management,2013,33(2):318-332
[11]Tsai H.T.,Bagozzi R.P.Contribution Behavior in Virtual Communities:Cognitive,Emotional and Social Influence[J].MIS Q,2014,38(1):143-163
[12]Chen Y.,Wang Q.,Xie J.Online Social Interactions:A Natural Experiment on Word of Mouth Versus Observational Learning[J].Marketing Research,2011,48(2):238-254
[13]Cheung C.M.K.,Xiao B.,Liu I.L.B.The Impact of Observational Learning and Electronic Word of Mouth on Consumer Purchase Decisions:The Moderating Role of Consumer Expertise and Consumer Involvement[C].The 45th Hawaii International Conference on System Science(HICSS),2012
[14]Chen J.V.,Su B.Facebook C2C Social Commerce:A Study of Online Impulse Buying[J].Decision Support Systems,2016,3(83):57-69
[15]Rook D.W.,Fisher R.J.Normative Influences on Impulsive Buying Behavior[J].Journal of Consumer Research,1995,22(3):305-313
[16]Kelman H.C.Compliance,Identification,and Internalization:Three Processes of Attitude Change[J].Journal of Conflict Resolution,1958,2(1):51-60
[17]Venkatesh V.,Davis F.D.A Theoretical Extension of the Technology Acceptance Model:Four Longitudinal Field Studies[J].Management Science,2000,46(2):186-204
[18]Teo T.H.,Lim V.K.Gender Differences in Internet Usage and Task Preference[J].Behavior and Information Technology,2000,19(4):283-295
[19]Wang E.S.Internet Usage Purposes and Gender Differences in the Effects of Perceived Utilitarian and Hedonic Value[J].Cyberpsychology,Behavior and Social Networking,2010,13(2):179-183
[20]Yeh H.,Yang W.N.A Study of Purchase Behavior in Taiwan’s Online Auction Websites:Effects of Uncertainty and Gender Differences[J].Internet Research,2012,22(1):98-115
[21]Awad N.F.,Ragowsky A.Establishing Trust in Electronic Commerce through Online Word of Mouth:An Examination Across Genders[J].Journal of Management Information systems,2008,24(4):101-121
[22]Berenbaum S.A.,Markus M.L.Effects of Early Androgen’s on Sex-typed Activities and Interests in Adolescents with Congenital Adrenal Hyperplasia[J].Hormones and Behavior,1999,35(1):64-79
[23]Meyers L.J.Elaboration on Elaboration:The Distinction Between Relational and Item-specific Elaboration[J].Journal of Consumer Research,2014,18(3):358-367
[24]Eagly A.H.,Wood W.Explaining Sex Differences in Social Behavior:A Meta-analytic Perspective[J].Personality and Social Psychology Bulletin,2005,17(3):306-315
[25]Fang Y.,Neufeld D.Understanding Sustained Participation in Open Source Software Projects[J].Journal of Management Information Systems,2009,25(4):9-50
[26]Cross S.E.,Madson L.Models of The Self:Self-construal’s and Gender[J].Psychological Bulletin,1997,122(1):5-37
[27]Cheung C.M.K.,Lee M.K.O.Rabjohn N.The Impact of Electronic Word-of-mouth:The Adoption of Online Opinions in Online Customer Communities[J].Internet Research,2008,18(3):229-247
[28]Zhang W.,Watts S.A.Capitalizing on Content:Information Adoption in Two Online Communities[J].Journal of Association for Information Systems,2008,9(2):73-94
[29]Petty R.E.,Cacioppo J.T.,Goldman R.P.Personal Involvement as A Determinant of Argument-based Persuasion[J].Journal of Personality and Social Psychology,1981,41(5):847-855
[30]Park D.H.,Lee J.The Effect of Online Consumer Reviews on Consumer Purchase Intention:The Moderating Role of Involvement[J].International Journal of Electronic Commerce,2007,11(4):125-148
[31]Chevalier J.A.,Mayzlin D.The Effect of Word of Mouth on Sales:Online Book Reviews[J].Social Science Electronic Publish,2004,43(3):345-354
[32]Choi J.,Hui S.K.,Bell D.R.Spatiotemporal Analysis of Imitation Behavior Across New Buyers at An Online Grocery Retailer[J].Journal of Marketing Research,2010,47(1):75-89
[33]Yi M.Y.,Yoon J.J.,Davis J.M.,et al.Untangling the Antecedents of Initial Trust in Web-based Health Information:The Roles of Argument Quality,Source Expertise,and User Perceptions of Information Quality and Risk[J].Decision Support Systems,2013,55(1):284-295
[34]Sussman S.W.,Siegal W.S.Informational Influence in Organizations:An Integrated Approach to Knowledge Adoption[J].Information Systems Research,2003,14(2):47-65
[35]Wang Y.C.,Yu C.H.Social Interaction-based Consumer Decision-making Model in Social Commerce:The Role of World of Mouth and Observational Learning[J].International Journal of Information Management,2015,15(4):2-11
[36]Kim Y.A.,Ahmad M.A.Trust,Distrust and Lack of Confidence of Users in Online Social Media-sharing Communities[J].Knowledge Based Systems,2012,37(2):438-450
[37]Bonabeau E.The Perils of the Imitation Age[J].Harvard Business Review,2004,82(6):99-104
[38]Chen Y.F.Herd Behavior in Purchasing Books Online[J].Computers in Human Behavior,2008,24(5):1977-1992
[39]Rogers E.M.,Bhowmik D.K.Homophily-heterophily:Relational Concepts for Communication Research[J].Public Opinion Quarterly,1970,34(4):523-538
[40]Ballantine P.W.,Martin B.A.Parasocial Relationship in Online Communities[J].Advances in Consumer Research,2005,32(1):197-201
[41]Horton D.,Wohl R.R.Mass Communication and Para-social Interaction:Observations on Intimacy at a Distance[J].Psychiatry-Interpersonal and Biological Process,1956,19(3):215-229
[42]Parboteeah D.V.,Joseph S.V.,Wells D.J.The Influence of Websites Characteristics on a Consumer’s Urge to Buy Impulsively[J].Information Systems Research,2009,20(1):60-78
[43]Zhang J.R.,Liu Y.,Chen Y.Social Learning in Networks of Friends versus Strangers[J].Marketing Science,2015,34(4):573-589
[44]Trope Y.,Liberman N.,Wakslak C.Construal Levels and Psychological Distance:Effects on Representation,Prediction,Evaluation,and Behavior[J].Journal of Consumer Psychology,2007,17(2):83-95
[45]Lascu D.,Zinkhan G.Consumer Conformity:Review and Applications for Marketing Theory and Practice[J].Journal of Marketing Theory and Practice,1999,7(3):1-12
[46]Kibourne W.,Weeks S.A Socioeconomic Perspective on Gender Bias in Technology[J].Journal of Socioeconomic,1997,26(1):243-260
[47]Mayzlin D.Promotional Chats on the Internet[J].Marketing Science,2006,25(2):155-163