品牌微博如何吸引用户参与——基于双一致视角的实证研究  

How do Brand Microblogs Attract Users to Participate in?——An Empirical Study from the Dual-congruity Perspectives

作　　者：张子坤 涂苗苗 赵静[2] ZHANG Zi-kun;TU Miao-miao;ZHAO Jing(School of Management,University of Science and Technology of China,Anhui 230026,Hefei,China;School of Management,Anhui University,Anhui 230601,Hefei,China)

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026 [2]安徽大学管理学院,安徽合肥230601

出　　处：《华南理工大学学报（社会科学版）》2018年第5期56-70,共15页Journal of South China University of Technology(Social Science Edition)

基　　金：国家自然科学基金资助项目"社会化电子商务下消费者的后购物阶段行为决策:基于品牌依恋和信息处理的理论视角"(71671174)

摘　　要：试图探讨用户参与品牌微博的心理决策过程,提出了用户双一致性(即自我一致性和功能一致性)对品牌微博参与行为影响机制的研究模型。通过收集296份有效样本并进行实证分析,发现在自我一致性的过程中,自我和品牌的相似性、品牌独特性对品牌认同有显著的影响;在功能一致性的过程中,生动性、信息质量对感知诊断性具有显著影响。品牌认同和感知诊断性都显著影响用户的参与行为,且前者影响更大;对不同类型的用户(具有不同性别和微博使用频率),它们的影响大小有所不同。丰富了社会化电子商务下的消费者行为研究,研究结论有助于企业提高用户参与程度,更有效地发挥社会化媒体作用,建设品牌微博。In this study,we attempt to understand the psychological decision process through which consumers participate in companies＇ brand microblogs. We present a research model to explicate how consumers ＇ dual-congruity（ i. e., self-congruity and functional congruity） may affect their participation. We collect a sample of 296 valid users. The empirical results demonstrate that,in the self-congruity process,self-brand similarity and brand distinctiveness have significant effects on brand identification. In the functional congruity process,we find that vividness and information quality have significant impacts on perceived diagnosticity. Both brand identification and perceived diagnosticity are important determinants of participation, while brand identification has a stronger effect, and their impacts differ across different users（ in terms of age and usage frequency of microblogs）. Our findings contribute to the theoretical literature on consumer behavior in social commerce. We believe that these findings can help companies enhance consumer participation,leverage the power of social media,and further build their brand microblogs.

关 键 词：品牌微博 品牌认同 用户参与 双一致性 感知诊断性 

分 类 号：C912.6[经济管理]