线下熟悉度在社交网络信任中的调节作用研究

被引：6

作者：

张爱华

赵国龙

机构：

[1] 北京邮电大学经济管理学院

来源：

北京邮电大学学报(社会科学版) | 2015年 / 17卷 / 01期

关键词：

线下熟悉度; 社交网络; 信任; 调节作用; 结构方程模型;

D O I：

暂无

中图分类号：

C912.1 [个人（社会人）]; G206 [传播理论];

学科分类号：

1407 ; 050302 ;

摘要：

网络信任是促成在线购买行为的关键影响因素。借鉴网络在线信任的相关研究,通过结构方程模型探索社交网络信任的影响因素并验证线下熟悉度对它们之间关系的调节作用。研究结果表明,除感知相似性之外,其他自变量如声誉、互动关系强度、信息质量、互惠性交互、满意度和共同价值观均对社交网络信任具有积极的影响作用,其中信息质量是最主要的影响因素;线下熟悉度对信息质量、互惠性、声誉、共同价值观与社交网络信任之间关系存在显著的调节作用,这对于企业制定有效的社交网络营销策略具有重要意义。

引用

页码：18 / 24

页数：7

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