关系强度、情境开放性与自嘲信息分享意愿  

Relationship Strength, Context Openness and Sharing Intention of Self-deprecating Information

作　　者：刘涛[1] 陈洁[1] 韦俊龙 Liu Tao Chen Jie Wei Jun-long(Shanghai Jiaotong University, Shanghai, Chin)

机构地区：[1]上海交通大学安泰经济与管理学院 [2]上海交通大学安泰经济与管理学院,上海200030

出　　处：《复印报刊资料（市场营销）》2016年第7期30-35,共6页

基　　金：国家自然科学基金资助项目（71472124）;长江学者和创新团队发展计划资助项目（IRT13030）;上海浦江人才计划资助项目（13PIC071）.

摘　　要：为了探究影响自嘲行为产生的前因变量，从开放性视角研究了两个在线社区交互中的情境变量关系强度和情境开放性对自嘲信息分享意愿的交互影响效应。实验一发现，强关系下，个体的自嘲信息分享意愿显著高于弱关系。实验二的研究进一步表明，在公开情境下，这一结论仍然成立；而在私密情境下，关系强度对自嘲信息分享的效应不存在。In order to studied the antecedents of self-deprecating behavior, from perspective of context openness, this paper studied the interaction effect of two situational variables in online community： Tie strength and context openness on sharing intention of self- deprecating information. Study I showed that compared to weak tie, sharing intention of self-deprecating information is higher. Furthermore, study 2 replicated the result of study 1 when online context openness was public. In contrast, the effect of tie strength on sharing intention of self-deprecating information will not exist when online context openness is private.

关 键 词：自嘲 信息分享意愿 关系强度 情境开放性 

分 类 号：F716[经济管理—产业经济]