关系类型、感知相似性与用户互动意愿

被引:5
作者
刘玉琦
陈洁
韦俊龙
机构
[1] 上海交通大学安泰经济与管理学院
关键词
社交网络; 关系类型; 互动意愿; 感知相似性; 炫耀性品牌使用;
D O I
10.13956/j.ss.1001-8409.2017.09.27
中图分类号
C912.3 [社会关系、社会约制];
学科分类号
摘要
从社交网络的一个情境特征——关系类型出发,研究关系类型对用户互动意愿的影响。实验1发现,与关注关系相比,好友关系下,个体的互动意愿更强;实验2进一步发掘出关系类型对互动意愿的影响受到感知相似性的中介作用;实验3探讨了关系类型影响互动意愿的边界条件,即关系类型与炫耀性品牌使用对用户互动意愿的交互影响。研究表明,在高炫耀性品牌使用时,效应仍然成立;而在低炫耀性品牌使用时,两种关系类型的个体互动意愿无差异。
引用
收藏
页码:124 / 127
页数:4
相关论文
共 11 条
[1]   基于“关注者”关系的SNS病毒营销机制有效性研究 [J].
沈蕾 ;
韦骁勇 .
软科学, 2015, 29 (04) :79-82
[2]   品牌熟悉度与炫耀性倾向对消费者购买意向的影响研究 [J].
刘尊礼 ;
余明阳 ;
郝鸿 .
软科学, 2014, 28 (11) :98-102
[3]  
Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution[J] . Journal of Marketing Research . 2013 (4)
[4]  
Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis[J] . Journal of Consumer Research . 2010 (2)
[5]  
Users of the world, unite! The challenges and opportunities of Social Media[J] . Andreas M. Kaplan,Michael Haenlein. Business Horizons . 2009 (1)
[6]   Why Do Consumers Buy Counterfeit Luxury Brands? [J].
Wilcox, Keith ;
Kim, Hyeong Min ;
Sen, Sankar .
JOURNAL OF MARKETING RESEARCH, 2009, 46 (02) :247-259
[7]  
Where Consumers Diverge from Others: Identity Signaling and Product Domains[J] . Journal of Consumer Research . 2007 (2)
[8]  
Addressing Moderated Mediation Hypotheses: Theory, Methods, and Prescriptions[J] . Kristopher J. Preacher,Derek D. Rucker,Andrew F. Hayes. Multivariate Behavioral Research . 2007 (1)
[9]   The process of becoming suspicious of ulterior motives [J].
Marchand, MAG ;
Vonk, R .
SOCIAL COGNITION, 2005, 23 (03) :242-256
[10]   A social influence model of consumer participation in network- and small-group-based virtual communities [J].
Dholakia, UM ;
Bagozzi, RP ;
Pearo, LK .
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2004, 21 (03) :241-263