發(fā)布時(shí)間：2019-01-02 07:19

【摘要】：依據(jù)SOR理論提出了社會(huì)化媒體知識(shí)分享對(duì)消費(fèi)者購(gòu)買(mǎi)意愿的影響機(jī)理模型,利用實(shí)證方法,基于微信平臺(tái),驗(yàn)證了社會(huì)化媒體知識(shí)分享對(duì)感知價(jià)值的影響以及對(duì)消費(fèi)者購(gòu)買(mǎi)意愿的直接或間接作用。研究發(fā)現(xiàn):社會(huì)化媒體知識(shí)分享顯著正向影響感知情感價(jià)值與感知質(zhì)量?jī)r(jià)值;社會(huì)化媒體知識(shí)分享對(duì)消費(fèi)者購(gòu)買(mǎi)意愿有正向影響。感知情感價(jià)值是知識(shí)分享主體影響購(gòu)買(mǎi)意愿的完全中介變量,是知識(shí)分享行為與分享知識(shí)質(zhì)量影響購(gòu)買(mǎi)意愿的部分中介變量;感知質(zhì)量?jī)r(jià)值是知識(shí)分享主體和知識(shí)分享行為影響購(gòu)買(mǎi)意愿的完全中介變量,是分享知識(shí)質(zhì)量影響購(gòu)買(mǎi)意愿的部分中介變量。
[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.
【作者單位】： 南京師范大學(xué)商學(xué)院;
【基金】：江蘇省高校哲學(xué)社會(huì)科學(xué)研究項(xiàng)目“基于家庭關(guān)系網(wǎng)絡(luò)的消費(fèi)者社會(huì)化影響研究”(批準(zhǔn)號(hào):2016SJD630013)
【分類(lèi)號(hào)】：F713.55
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本文編號(hào)：2398177