信息内容呈现类型和信息交互形式匹配视角下的社群成员情绪倦怠研究——以生鲜农产品电商社群为例  

The Emotional Burnout of Membership of Community from the Perspective of Matching Information Content Presentation Types and Information Interaction Forms——Taking the E-Commerce Community of Fresh Agricultural Products as an Example

作　　者：景涛[1] 钮楠 陈丹[1] JING Tao;NIU Nan;CHEN Dan(School of Business and Management,Jilin University,Changchun 130012,China)

机构地区：[1]吉林大学商学与管理学院,吉林长春130012

出　　处：《情报科学》2022年第12期104-114,135,共12页Information Science

基　　金：吉林省科技计划项目“消费升级背景下吉林省特色农产品社群电商营销策略创新和孵化体系建设研究”(20190601039FG);吉林大学基本科研业务费项目“社群电商营销管理的理论集成:模式、机理、行为和策略”(2017QY008)。

摘　　要：【目的/意义】探究在社群中信息内容呈现类型与信息交互形式的匹配对社群成员情绪倦怠的影响,为社群运营者优化信息内容、改善服务质量、保持社群的持久活力提供指导作用。【方法/过程】采用情景模拟实验的研究方法。【结果/结论】事实性信息与活动、对话交互形式产生匹配,担保性、评估性信息与对话交互形式产生匹配更能激发社群成员的感知价值;匹配经由感知价值的中介效应对社群成员的倦怠情绪产生负向影响;外向性的人格特质可以显著调节匹配与感知价值之间的关系,并调节感知价值在匹配和社群情绪倦怠之间的中介作用。【创新/局限】从信息匹配的新颖视角出发探索社群情绪倦怠的成因,并以生鲜农产品电商社群为例开展实验,对于信息、倦怠、生鲜农产品、社群电商等相关领域具有一定创新性。未来的相关研究可以从产品类型、社群类型方面进行拓展,综合考虑影响成员态度的各种变量,并探究信息内容对社群倦怠行为的完整影响路径。【Purpose/significance】This article explores the impacts of the matching of information content presentation types and information interaction forms in communities on the emotional burnout of communities'members,and provides guidance for communities'operators to optimize information content,improve service quality,and maintain the lasting vitality of communities.【Method/process】A scenario-based simulation experiment was conducted.【Result/conclusion】Matching factual information with activity and dialogue interaction forms,and matching guaranteed,evaluative information and dialogue interaction form can more stimulate the perceived value of communities'members;matching has a negative impact on the emotional burnout of communities'members through the mediating effect of perceived value;the extroverted personality trait of communities'members can significantly moderate the relationship between matching and perceived value,and the mediating effect of perceived value between matching and community emotional burnout.【Innovation/limitation】From the novel perspective of information matching,this paper explores the causes of community emotional burnout,and takes the e-commerce community of fresh agricultural products as an example to carry out experiments,which are innovative in information,burnout,fresh agricultural products,community e-commerce,and other related fields.Future research can expand from product types and community types,comprehensively consider various variables that affect members'attitude,and explore the complete impact path of information content on community burnout behavior.

关 键 词：社群信息 交互形式 倦怠情绪 感知价值 影响路径 

分 类 号：G252.0[文化科学—图书馆学]