社会化媒体环境下消费者持续信息共享意愿影响因素实证研究——基于信息搜寻和信息分享的同步视角

【目的/意义】社会化媒体是消费者信息共享的重要平台,探讨影响消费者持续信息共享的因素有助于社会化媒体管理者制定出更符合消费需求的针对性策略。【方法/过程】将信息共享意愿划分为信息搜寻意愿和信息分享意愿两个方面,同时从两个维度系统探索社会化媒体环境下消费者持续信息共享意愿的影响因素及作用机理。采用网络调查方法收集309份有效问卷,运用偏最小二乘法对研究模型和假设进行验证。【结果/结论】感知有用性对信息搜寻满意度、自我效能对信息分享满意度有正向影响,感知易用性对信息搜寻满意度和信息分享满意度有正向影响;信息搜寻满意度正向影响持续搜寻意愿,信息分享满意度正向影响持续分享意愿;挣面子倾向对持续信息搜寻和信息分享意愿有正向影响,而护面子倾向的影响正好相反。此外,持续信息搜寻意愿正向影响消费者持续信息分享意愿。

Factors on Consumer Continuance Intention to Share Informationin Social Media Environment: An Empirical Research from the Simultaneous Perspective of Information Seeking and Information Sharing

【Purpose/significance】Social media is an important platform for consumer to share information, discussing the factors that influence consumers’ continuance information sharing helps social media managers to develop targeted strategies that are more responsive to consumer demand.【Method/process】In order to explore systematically influencing factors and mechanism of sharing information continuance intention from two dimensions in social media environment, the study divides sharing information intention into information seeking intention and information sharing intention.The model and hypotheses are validated by Partial Least Squares(PLS) method through online questionnaire of 309 valid responses.【Result/conclusion】The perceived usefulness has positive impact on satisfaction from information seeking, self-efficacy has positive impact on satisfaction from information sharing, and perceived ease of use does on both;Satisfaction from information seeking has positive influence on information seeking continuance intention,and satisfaction from information sharing does on information sharing continuance intention;Acquisitive face orientation has positive effect on both behavior intentions,while protective face orientation is just opposite.In addition,continuance intention of information seeking positively influences that of information sharing.