摘要
基于社交媒体环境,依据强弱关系理论分析了用户关系强度对商务信息转发的影响,并从社会驱动层面和个人驱动层面提取了商务信息转发的影响因素。以典型的社交平台——微博为例,通过建立结构方程模型发现:弱关系对商务信息转发具有直接的影响作用;社会关系强度对社会信任和社会交往产生差异性影响;社会信任、社会交往、经济利益、利他主义和自我效能对商务信息的转发影响显著。本文将强弱关系理论的应用进一步拓展到社会化商务领域中,有利于指导电商企业制定合适的社会化商务营销策略。
Information sharing and forwarding behavior has long been the focus of research in social media. This paper proposed a conceptual framework that utilized the strong and weak relationship theory to explain the effect of relationship strength between users on forwarding intention of business information in social media. From society driven and individual driven,the paper analyzed the factors that affect the forwarding of business information. This paper took micro-blog as experimental objects. By establishing a structural equation model,the empirical results showed：weak relationship influenced forwarding intention directly;social relationship strength has different influence on social trust and social interaction;social trust,social interaction,economic benefits,altruism and self-efficacy had significant impact on the forwarding of business information. This article further expanded the application of strong and weak relationship theory to the domain of social commerce. It would benefit electronic ecommerce enterprises to make marketing strategy in social commerce.
出处
《现代情报》
CSSCI
北大核心
2017年第10期16-22,共7页
Journal of Modern Information
基金
国家自然科学基金青年项目"薪酬管制降低了经理人的努力水平吗?--基于多重参照点效应的作用机制研究"(项目编号:71502121)
关键词
社交媒体
商务信息
转发行为
强弱关系
social media
business information
forwarding behavior
strong and weak relationship
