在线消费社区内倾性成员的强迫性购买倾向研究——基于从众理论视角  

Research on the Compulsive Purchase Propensity of Introverted Members in Online Consumer Communities:Based on the Conformity Theory

作　　者：易牧农[1] 贺小双 郝连续 冯永春[1] YI Munong;HE Xiaoshuang;HAO Lianxu;FENG Yongchun(School of Business,Tianjin University of Finance and Economics,Tianjin 300222;Beijing Branch Railway Sub-branch,China Construction Bank,Beijing 100055)

机构地区：[1]天津财经大学商学院,天津300222 [2]中国建设银行北京市分行铁道支行,北京100055

出　　处：《管理学刊》2020年第4期49-60,共12页Journal of Management

基　　金：教育部人文社会科学规划项目(15YJA630090)。

摘　　要：在在线消费社区中,现实内倾性成员的人格特质可能会发生变化,进而会诱发网络强迫性购买。本研究基于从众理论,以小红书的用户为调查对象,运用SPSS 22.0和AMOS 20对在线消费社区内倾性成员的强迫性购买倾向问题进行了理论分析和实证检验,研究发现:在在线消费社区的交易过程中,网络内倾性成员的人格特质与网络强迫性购买直接相关,当成员的网络内倾性和现实内倾性发生变化时,差异度与规范性从众、信息性从众正相关,且规范性从众对网络强迫性购买倾向有促进作用。文章揭示了在线消费社区中内倾性成员的人格特质变化影响网络强迫性购买倾向的内在机理,扩展了有关网络消费者强迫性购买行为的相关研究,提出了要加强在线消费社区引导、促使成员购买行为健康发展,以及提高相关企业的社会责任意识等优化建议。The personality traits of introverted members in the real world may change in online consumer communities, which consequently would leads to online compulsive purchase. Based on the conformity theory, the paper takes the users on Xiaohongshu as the respondents and uses the structural equation model to analyze the influence of the personality traits of the introverted members on the compulsive purchase in online consumer communities with SPSS 22.0 and AMOS 20. The study shows there is possibility that the personality traits of the introverted members is directly related to the online compulsive purchase. The diversity factor is positively related to normative conformity and informational conformity when the online introversion and offline introversion change, and normative conformity promotes compulsive purchase propensity. The paper reveals the internal mechanism of introverted members,personality changes and conformity influencing online compulsive purchase propensity in the online consumer communities, and expands the researches on online consumer’s compulsive purchase, which provides references for enterprises to strengthen the guidance for online consumer community, promotes the healthy development of members’ purchase behaviors, and improve enterprises’ consciousness of social responsibility.

关 键 词：在线消费社区 内倾性成员 差异度 从众 网络强迫性购买倾向 

分 类 号：F014.5[经济管理—政治经济学]