用户参与行为、感知价值与忠诚度:基于移动短视频社交应用的分析

发布时间：2018-07-10 05:03

本文选题：参与行为 + 感知价值　；参考：《消费经济》2017年02期

【摘要】：互联网技术和智能终端的发展催生了一种新型社交应用的出现与成长——移动短视频社交应用。越来越多的用户习惯通过移动终端享受社交网络带来的便利,然而当前较少有研究关注这类新型社交应用及其用户行为。基于这样的背景,本研究选取移动短视频社交平台上的用户为研究对象,以顾客忠诚理论为框架,研究用户参与行为、感知价值及忠诚度之间的关系,这一研究丰富了消费者行为理论研究的范围。本研究将用户参与行为分为浏览、互动、创造三个维度;从功能价值和情感价值两方面考量感知价值。研究结果显示:(1)互动行为和创造行为对感知价值、忠诚度都有显著正向影响;(2)浏览行为只对功能价值有显著正向影响,不能引起情感价值、忠诚度的显著变化;(3)感知价值在互动行为和创造行为对忠诚度的影响过程中起到部分中介的作用。
[Abstract]:The development of Internet technology and intelligent terminals has led to the emergence and growth of a new type of social applications - Mobile Short Video social applications. More and more users are used to the convenience of social networks through mobile terminals. However, few studies have paid attention to these new types of social applications and their user behavior. The research selects the users as the research object on the mobile short video social platform, and takes the customer loyalty theory as the framework to study the relationship between user participation behavior, perceived value and loyalty. This research enriches the scope of the research on consumer behavior theory. This study will divide the user's participation into three dimensions: browsing, interacting and creating. From two aspects of functional value and emotional value, we consider the perceived value. The results show: (1) interactive behavior and creative behavior have significant positive effects on perceived value and loyalty; (2) browsing behavior only has a significant positive effect on functional value, can not cause significant changes in emotional value, loyalty, and (3) perceived value in interactive behavior and creation. Behavior plays a mediating role in the process of loyalty.
【作者单位】：上海大学管理学院;
【基金】：上海市教委科研创新重点项目(13YS015)
【分类号】：F274;F713.55

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