在线品牌社群互动信息对潜水顾客购买意愿的影响
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摘要
根据参照群体理论,构建以社群互动信息为自变量、购买风险和身份认同为中介变量、人际易感性为调节变量、潜水顾客购买意愿为结果变量的研究模型。研究结果表明,产品互动信息和人际互动信息对潜水顾客的购买意愿产生正向的影响。购买风险中介产品互动信息和人际互动信息对购买意愿的影响,活跃顾客间频繁的产品互动信息、人际互动信息、情感交流信息,可以有效降低潜水顾客购买该品牌或产品的风险,提高其购买意愿;身份认同中介产品互动信息和人际互动信息对购买意愿的影响,活跃顾客丰富的产品互动信息和人际互动信息均可以有效增强潜水顾客的社群身份认同,提高其购买意愿。在人际互动信息对身份认同的影响中,人际易感性调节效应显著,相对于低人际易感性潜水顾客,高人际易感性潜水顾客的身份认同更易受到人际互动信息的影响,人际易感性与人际互动信息的交互作用会通过身份认同对购买意愿产生影响。
According to reference group theory,the author proposes a research model that taking the social interaction information as the independent variable,the purchase risk and the identity as the mediating variable,the interpersonal susceptibility as the moderating variable,and the purchase intention of the lurker as the dependent variable.The results show that:interaction information can be divided into product interaction information and interpersonal interaction information;and both of them have significant positive influence on purchase intention.The purchasing risk and identity partially moderates the influence of product interaction information on purchase intention,and moderates the influence of interpersonal interaction information on purchase intention;and the interpersonal susceptibility positively moderates the influence of interpersonal interaction information on identity.
According to reference group theory,the author proposes a research model that taking the social interaction information as the independent variable,the purchase risk and the identity as the mediating variable,the interpersonal susceptibility as the moderating variable,and the purchase intention of the lurker as the dependent variable.The results show that:interaction information can be divided into product interaction information and interpersonal interaction information;and both of them have significant positive influence on purchase intention.The purchasing risk and identity partially moderates the influence of product interaction information on purchase intention,and moderates the influence of interpersonal interaction information on purchase intention;and the interpersonal susceptibility positively moderates the influence of interpersonal interaction information on identity.
引文
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[2]POPP B,WORATRATSCHEK H.Consumers’relationships with brands and brand communities-the multifaceted roles of identification and satisfaction[J].Journal of retailing and consumer services,2017(3):46-56.
[3]ADJEI M T,NOBLE S M,NOBLE C H.The influence of C2C communications in online brand communities on customer purchase behavior[J].Journal of the academy of marketing science,2010(5):634-653.
[4]NAMBISAN S,BARON R A.Virtual customer environments:testing a model of voluntary participation in value co-creation activities[J].Journal of product innovation management,2009(4):388-406.
[5]MADUPU V,COOLEY D O.Antecedents and consequences of online brand community participation:a conceptual framework[J].Journal of internet commerce,2010(2):127-147.
[6]梁文玲,杨文举.虚拟品牌社区信息质量对社区用户持续参与意愿的影响研究[J].情报杂志,2016(11):195-201.
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[11]杨瑞.虚拟品牌社群顾客间互动的结构维度探索及测量量表开发[J].管理学报,2017(1):111-121.
[12]HUBERT M,BLUT M,BROCK C,et al.Acceptance of smartphone-based mobile shopping:mobile benefits,customer characteristics,perceived risks,and the impact of application context[J].Psychology&marketing,2017(2):175-194.
[13]MITRA K,REISS M C,CAPELLA L M.An examination of perceived risk,information search and behavioral intentions in search,experience and credence services[J].Journal of services marketing,1999(3):208-228.
[14]张应语,张梦佳,王强,等.基于感知收益—感知风险框架的O2O模式下生鲜农产品购买意愿研究[J].中国软科学,2015(6):128-138.
[15]李杰.顾客导向理念嵌入基层社区组织公共服务供给模式研究——以上海市S社区为例[J].哈尔滨商业大学学报(社会科学版),2017(3):72-81.
[16]DEAUX K.Reconstructing social identity[J].Personality and social psychology bulletin,1993(1):4-12.
[17]MUNIZ A M,O'GUINN T C.Brand community[J].Journal of consumer research,2001(4):412-432.
[18]蒋建国.网络族群:自我认同、身份区隔与亚文化传播[J].南京社会科学,2013(2):97-103.
[19]BLACK I,VELOUTSON C.Working consumers:co-creation of brand identity,consumer identity and brand community identity[J].Journal of business research,2017(1):416-429.
[20]CHANG S H.The influence of green viral communications on green purchase intentions:the mediating role of consumers’susceptibility to interpersonal influences[J].Sustainability,2015(5):4829-4849.
[21]KHARE A.Consumers’susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour[J].Marketing intelligence&planning,2014(1):2-20.
[22]王全胜,李静静.虚拟社区对消费者购物行为影响的实证研究——人际易感性的调节作用分析[J].情报科学,2010(3):400-403.
[23]CHENG Y H,CHUANG S C,WANG S M,et al.The effect of companion's gender on impulsive purchasing:the moderating factor of cohesiveness and susceptibility to interpersonal influence[J].Journal of applied social psychology,2013(1):227-236.
[24]金晓彤,杨潇,王天新.农民工群体购买意愿形成机理理论框架与实证研究——自我概念一致性、参照群体和感知风险的作用机制[J].外国经济与管理,2015(2):38-50.
[25]KIM H W,CHAN H C,KANKANHALLI A.What motivates people to purchase digital items on virtual community websites?the desire for online self-presentation[J].Information systems research,2012(4):1232-1245.
[26]ZHOU Z M,WU J P,ZHANG Q,et al.Transforming visitors into members in online brand communities:evidence from China[J].Journal of business research,2013(12):2438-2443.
[27]MUDAMBI S M,SCHUFF D.What makes a helpful online review?a study of customer reviews on amazon.com[J].Mis quarterly,2010(1):185-200.
[28]黄静,郭昱琅,王诚,等.“你摸过,我放心!”在线评论中触觉线索对消费者购买意愿的影响研究[J].营销科学学报,2015(1):133-151.
[29]王颖,李英.基于感知风险和涉入程度的消费者新能源汽车购买意愿实证研究[J].数理统计与管理,2013(5):863-872.
[30]SHANG Q,PEI G,JIN J.My friends have a word for it:event-related potentials evidence of how social risk inhibits purchase intention[J].Neuroscience letters,2017(3):70-75.
[31]LEWIS C,FABOS B.Instant messaging,literacies,and social identities[J].Reading research quarterly,2005(4):470-501.
[32]骆元静,李燕萍,穆慧娜.多一事不如少一事?组织地位感知对建言和创新行为的作用机制研究[J].珞珈管理评论,2017(2):17-29.
[33]张杰.通过陌生性去沟通:陌生人与移动网时代的网络身份/认同——基于“个体化社会”的视角[J].国际新闻界,2016(1):102-119.
[34]HOMBURG C,EHM L,ARTZ M.Measuring and managing consumer sentiment in an online community environment[J].Journal of marketing research,2015(5):629-641.
[35]MCCOY S K,MAJOR B.Group identification moderates emotional responses to perceived prejudice[J].Personality and social psychology bulletin,2003(8):1005-1017.
[36]李书娟,徐现祥.身份认同与经济增长[J].经济学(季刊),2016(3):941-962.
[37]钱龙,卢海阳,钱文荣.身份认同影响个体消费吗?——以农民工在城文娱消费为例[J].南京农业大学学报(社会科学版),2015(6):51-60 138.
[38]PARK C,LEE T M.Information direction,website reputation and e WOM effect:a moderating role of product type[J].Journal of business research,2009(1):61-67.
[39]WOOTEN D B,REED A.Playing it safe:susceptibility to normative influence and protective self-presentation[J].Journal of consumer research,2004(3):551-556.
[40]LUO N,ZHANG M,HU M,et al.How community interactions contribute to harmonious community relationships and customers’identification in online brand community[J].International journal of information management,2016(5):673-685.
[41]ARSLAN Y,GECTI F,ZENGIN H.Examining perceived risk and its influence on attitudes:a study on private label consumers in Turkey[J].Asian social science,2013(4):158-166.
[42]JIMéNEZ F R,MENDOZA N A.Too popular to ignore:the influence of online reviews on purchase intentions of search and experience products[J].Journal of interactive marketing,2013(3):226-235.
[43]ZHAO X,LYNCH J G,CHEN Q.Reconsidering Baron and Kenny:myths and truths about mediation analysis[J].Journal of consumer research,2010(2):197-206.
[44]HAYES A F,PREACHER K J.Statistical mediation analysis with a multicategorical independent variable[J].British journal of mathematical and statistical psychology,2014(3):451-70.
[45]魏华,黄金红.在线评论对消费者购买决策的影响——产品卷入度和专业能力的调节作用[J].中国流通经济,2017(11):78-84.
[2]POPP B,WORATRATSCHEK H.Consumers’relationships with brands and brand communities-the multifaceted roles of identification and satisfaction[J].Journal of retailing and consumer services,2017(3):46-56.
[3]ADJEI M T,NOBLE S M,NOBLE C H.The influence of C2C communications in online brand communities on customer purchase behavior[J].Journal of the academy of marketing science,2010(5):634-653.
[4]NAMBISAN S,BARON R A.Virtual customer environments:testing a model of voluntary participation in value co-creation activities[J].Journal of product innovation management,2009(4):388-406.
[5]MADUPU V,COOLEY D O.Antecedents and consequences of online brand community participation:a conceptual framework[J].Journal of internet commerce,2010(2):127-147.
[6]梁文玲,杨文举.虚拟品牌社区信息质量对社区用户持续参与意愿的影响研究[J].情报杂志,2016(11):195-201.
[7]贯君.虚拟社区信息运动互动机理与规律研究[D].长春:吉林大学,2015.
[8]HOFFMAN D L,NOVAK T P.The social life of content:how negative motivations to interact with content-focused pursuits can lead to positive feelings in social media[J/OL].(2013-10-23)[2018-04-20].https://ssrn.com/abstract=2371461.
[9]GROVE S J,FISK R P,DORSCH M J.Assessing the theatrical components of the service encounter:a cluster analysis examination[J].Service industries journal,1998(3):116-134.
[10]赵建彬,景奉杰,余樱.品牌社群顾客间互动、心理契约与忠诚关系研究[J].经济经纬,2015(3):96-101.
[11]杨瑞.虚拟品牌社群顾客间互动的结构维度探索及测量量表开发[J].管理学报,2017(1):111-121.
[12]HUBERT M,BLUT M,BROCK C,et al.Acceptance of smartphone-based mobile shopping:mobile benefits,customer characteristics,perceived risks,and the impact of application context[J].Psychology&marketing,2017(2):175-194.
[13]MITRA K,REISS M C,CAPELLA L M.An examination of perceived risk,information search and behavioral intentions in search,experience and credence services[J].Journal of services marketing,1999(3):208-228.
[14]张应语,张梦佳,王强,等.基于感知收益—感知风险框架的O2O模式下生鲜农产品购买意愿研究[J].中国软科学,2015(6):128-138.
[15]李杰.顾客导向理念嵌入基层社区组织公共服务供给模式研究——以上海市S社区为例[J].哈尔滨商业大学学报(社会科学版),2017(3):72-81.
[16]DEAUX K.Reconstructing social identity[J].Personality and social psychology bulletin,1993(1):4-12.
[17]MUNIZ A M,O'GUINN T C.Brand community[J].Journal of consumer research,2001(4):412-432.
[18]蒋建国.网络族群:自我认同、身份区隔与亚文化传播[J].南京社会科学,2013(2):97-103.
[19]BLACK I,VELOUTSON C.Working consumers:co-creation of brand identity,consumer identity and brand community identity[J].Journal of business research,2017(1):416-429.
[20]CHANG S H.The influence of green viral communications on green purchase intentions:the mediating role of consumers’susceptibility to interpersonal influences[J].Sustainability,2015(5):4829-4849.
[21]KHARE A.Consumers’susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour[J].Marketing intelligence&planning,2014(1):2-20.
[22]王全胜,李静静.虚拟社区对消费者购物行为影响的实证研究——人际易感性的调节作用分析[J].情报科学,2010(3):400-403.
[23]CHENG Y H,CHUANG S C,WANG S M,et al.The effect of companion's gender on impulsive purchasing:the moderating factor of cohesiveness and susceptibility to interpersonal influence[J].Journal of applied social psychology,2013(1):227-236.
[24]金晓彤,杨潇,王天新.农民工群体购买意愿形成机理理论框架与实证研究——自我概念一致性、参照群体和感知风险的作用机制[J].外国经济与管理,2015(2):38-50.
[25]KIM H W,CHAN H C,KANKANHALLI A.What motivates people to purchase digital items on virtual community websites?the desire for online self-presentation[J].Information systems research,2012(4):1232-1245.
[26]ZHOU Z M,WU J P,ZHANG Q,et al.Transforming visitors into members in online brand communities:evidence from China[J].Journal of business research,2013(12):2438-2443.
[27]MUDAMBI S M,SCHUFF D.What makes a helpful online review?a study of customer reviews on amazon.com[J].Mis quarterly,2010(1):185-200.
[28]黄静,郭昱琅,王诚,等.“你摸过,我放心!”在线评论中触觉线索对消费者购买意愿的影响研究[J].营销科学学报,2015(1):133-151.
[29]王颖,李英.基于感知风险和涉入程度的消费者新能源汽车购买意愿实证研究[J].数理统计与管理,2013(5):863-872.
[30]SHANG Q,PEI G,JIN J.My friends have a word for it:event-related potentials evidence of how social risk inhibits purchase intention[J].Neuroscience letters,2017(3):70-75.
[31]LEWIS C,FABOS B.Instant messaging,literacies,and social identities[J].Reading research quarterly,2005(4):470-501.
[32]骆元静,李燕萍,穆慧娜.多一事不如少一事?组织地位感知对建言和创新行为的作用机制研究[J].珞珈管理评论,2017(2):17-29.
[33]张杰.通过陌生性去沟通:陌生人与移动网时代的网络身份/认同——基于“个体化社会”的视角[J].国际新闻界,2016(1):102-119.
[34]HOMBURG C,EHM L,ARTZ M.Measuring and managing consumer sentiment in an online community environment[J].Journal of marketing research,2015(5):629-641.
[35]MCCOY S K,MAJOR B.Group identification moderates emotional responses to perceived prejudice[J].Personality and social psychology bulletin,2003(8):1005-1017.
[36]李书娟,徐现祥.身份认同与经济增长[J].经济学(季刊),2016(3):941-962.
[37]钱龙,卢海阳,钱文荣.身份认同影响个体消费吗?——以农民工在城文娱消费为例[J].南京农业大学学报(社会科学版),2015(6):51-60 138.
[38]PARK C,LEE T M.Information direction,website reputation and e WOM effect:a moderating role of product type[J].Journal of business research,2009(1):61-67.
[39]WOOTEN D B,REED A.Playing it safe:susceptibility to normative influence and protective self-presentation[J].Journal of consumer research,2004(3):551-556.
[40]LUO N,ZHANG M,HU M,et al.How community interactions contribute to harmonious community relationships and customers’identification in online brand community[J].International journal of information management,2016(5):673-685.
[41]ARSLAN Y,GECTI F,ZENGIN H.Examining perceived risk and its influence on attitudes:a study on private label consumers in Turkey[J].Asian social science,2013(4):158-166.
[42]JIMéNEZ F R,MENDOZA N A.Too popular to ignore:the influence of online reviews on purchase intentions of search and experience products[J].Journal of interactive marketing,2013(3):226-235.
[43]ZHAO X,LYNCH J G,CHEN Q.Reconsidering Baron and Kenny:myths and truths about mediation analysis[J].Journal of consumer research,2010(2):197-206.
[44]HAYES A F,PREACHER K J.Statistical mediation analysis with a multicategorical independent variable[J].British journal of mathematical and statistical psychology,2014(3):451-70.
[45]魏华,黄金红.在线评论对消费者购买决策的影响——产品卷入度和专业能力的调节作用[J].中国流通经济,2017(11):78-84.