基于感知价值理论的微信用户浏览行为研究  

Research on We Chat User'Browsing Behavior——Based on Perceived Value Theory

作　　者：张新[1] 马良[1] 王高山[1] 

机构地区：[1]山东财经大学管理科学与工程学院,山东济南250014

出　　处：《情报科学》2017年第12期136-141,146,共7页Information Science

基　　金：国家社科基金重点项目(16AJY003)

摘　　要：【目的/意义】为微信公众号运营商开展营销提供有益借鉴。【方法/过程】基于顾客感知价值理论,以社交软件微信为例,从用户感知价值、信息来源可信度两个方面探讨影响用户信任以及浏览意愿的因素。运用结构方程模型的方法对概念模型进行验证。【结果/结论】研究结果表明:(1)对于用户信任影响最大的是信息来源可信度,其次依次是实用价值和享乐价值;(2)用户信任积极正向影响用户浏览意愿;(3)信任在感知价值/用户浏览意愿和信息来源可信度/用户浏览意愿之间起部分中介作用。[Purpose/significance]Based on the theory of customer value, and take the instant messaging software WeChat as an example, this paper studies influence factors of users＂ browsing behavior of WeChat subscription from two aspects, in- cluding perceived value and information source credibility. [ Method/process ] The structural equation model is used to veri- fy the conceptual model. [Result/conclusion] The results show that： （1） source credibility has the greatest impact on user＇s trust, followed by utilitarian value and hedonic value; （2） user＇s trust has positive influence on user＇s browsing intention; （3） trust acts as a partial mediating role between perceived value/browsing intention and information source credibility/ browsing intention. The conclusions of this paper can provide useful references for the marketing of WeChat subscription operators

关 键 词：实用价值 享乐价值 信息来源可信度 浏览意愿 

分 类 号：G252.0[文化科学—图书馆学]