社会化媒体知识分享的感知价值
发布时间：2019-01-02 07:19
【摘要】：依据SOR理论提出了社会化媒体知识分享对消费者购买意愿的影响机理模型,利用实证方法,基于微信平台,验证了社会化媒体知识分享对感知价值的影响以及对消费者购买意愿的直接或间接作用。研究发现:社会化媒体知识分享显著正向影响感知情感价值与感知质量价值;社会化媒体知识分享对消费者购买意愿有正向影响。感知情感价值是知识分享主体影响购买意愿的完全中介变量,是知识分享行为与分享知识质量影响购买意愿的部分中介变量;感知质量价值是知识分享主体和知识分享行为影响购买意愿的完全中介变量,是分享知识质量影响购买意愿的部分中介变量。
[Abstract]:According to the theory of SOR, this paper puts forward the mechanism model of the influence of social media knowledge sharing on consumers' willingness to buy, and makes use of empirical method, based on WeChat platform. The influence of social media knowledge sharing on perceived value and the direct or indirect effect of social media knowledge sharing on consumers' willingness to buy is verified. It is found that social media knowledge sharing has a significant positive impact on perceived emotional value and perceived quality value, while social media knowledge sharing has a positive impact on consumers' willingness to buy. Perceived emotional value is the complete intermediary variable of knowledge sharing subject which influences purchase intention, and it is part of intermediary variable that knowledge sharing behavior and sharing knowledge quality affect purchase intention. Perceived quality value is a complete intermediary variable of knowledge sharing subject and knowledge sharing behavior which influences purchase intention. It is also a partial intermediary variable of knowledge sharing quality influencing purchase intention.
【作者单位】： 南京师范大学商学院;
【基金】：江苏省高校哲学社会科学研究项目“基于家庭关系网络的消费者社会化影响研究”(批准号:2016SJD630013)
【分类号】：F713.55
，
本文编号：2398177
[Abstract]:According to the theory of SOR, this paper puts forward the mechanism model of the influence of social media knowledge sharing on consumers' willingness to buy, and makes use of empirical method, based on WeChat platform. The influence of social media knowledge sharing on perceived value and the direct or indirect effect of social media knowledge sharing on consumers' willingness to buy is verified. It is found that social media knowledge sharing has a significant positive impact on perceived emotional value and perceived quality value, while social media knowledge sharing has a positive impact on consumers' willingness to buy. Perceived emotional value is the complete intermediary variable of knowledge sharing subject which influences purchase intention, and it is part of intermediary variable that knowledge sharing behavior and sharing knowledge quality affect purchase intention. Perceived quality value is a complete intermediary variable of knowledge sharing subject and knowledge sharing behavior which influences purchase intention. It is also a partial intermediary variable of knowledge sharing quality influencing purchase intention.
【作者单位】： 南京师范大学商学院;
【基金】：江苏省高校哲学社会科学研究项目“基于家庭关系网络的消费者社会化影响研究”(批准号:2016SJD630013)
【分类号】：F713.55
，
本文编号：2398177
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