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被引量：20

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

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摘要【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。【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.

作者丁水平林杰 DING Shui-ping;LIN Jie(School of Economics and Management,Tongji University,Shanghai 200092,China;School of Economics and Management,Yichun University,Yichun 336000,China)

机构地区同济大学经济与管理学院宜春学院经济与管理学院

出处《情报科学》 CSSCI 北大核心 2020年第4期131-139,共9页 Information Science

基金国家自然科学基金项目“社交媒体中用户创新价值度测量模型及互动创新管理方法研究”(71672128) 中央高校基本科研业务费专项资金项目“基于大数据的社交网络传播机理与模型研究”(1200219368)。

关键词共享意愿信息搜寻信息分享挣面子倾向护面子倾向 sharing intention information seeking information sharing acquisitive face orientation protective face orienta-

分类号 G252.0 [文化科学—图书馆学]

作者简介丁水平(1978-),男,江西樟树人,讲师,博士研究生,主要从事用户信息行为、信息资源管理研究.