感知价值视角下社交媒体氛围与客户对媒体使用的选择——替代者吸引力的调节效应  

Social Media Atmosphere and Customers′Choice of Media Use from the Perspective of Perceived Value:The Moderating Effect of the Alternative Attractiveness

作　　者：卢宏亮[1] 廉宏达[1] 田国双[1] LU Hong-liang;LIAN Hong-da;TIAN Guo-shuang(School of Economics and Management,Northeast Forestry University,Harbin 150040,China)

机构地区：[1]东北林业大学经济管理学院,哈尔滨150040

出　　处：《商业研究》2020年第11期1-10,共10页Commercial Research

基　　金：中央高校基本科研业务项目,项目编号:2572017DC01;国家自然科学基金项目,项目编号:71302065;黑龙江省博士后科研启动基金项目,项目编号:LBH-Q18007。

摘　　要：企业所在的社交媒体环境直接影响着顾客体验,进而引发其持续涉入或退出等行为选择,但是社交媒体环境与社交媒体使用之间的关系机理尚需理论解释。基于感知价值理论,本文探讨社交媒体氛围与社交媒体使用之间的“非线性”关系,同时分析替代者吸引力的调节效应。研究发现,自由性氛围与社交媒体使用存在显著的倒U型关系,控制性氛围与社交媒体使用存在显著的U型关系;替代者吸引力对自由性氛围与社交媒体使用的倒U型关系没有调节作用,但对控制性氛围与社交媒体使用的U型关系有负向调节作用;当替代者吸引力较高时,控制性氛围与社交媒体使用的U型关系更平坦,而替代者吸引力较低时,控制性氛围与社交媒体使用的U型关系更陡峭。以上结论说明,平台管理者应对社交媒体氛围进行适度把握,以增加用户对社交媒体的使用。The social media atmosphere of the enterprise directly affects customer experience,which leads to continuous involvement or withdrawal behavior choice.However,the relationship mechanism between the social media atmosphere and social media use still needs theoretical explanation.Based on the theory of perceived value,this paper explores the“nonlinear”relationship between social media atmosphere and social media use,and analyzes the moderating effect of alternative attractiveness.The results show that there is a significant inverted U-shaped relationship between free atmosphere and social media use,while there is a significant U-shaped relationship between controlled atmosphere and social media use;the substitutes attractiveness has no moderating effect on the inverted U-shaped relationship between free atmosphere and social media use,but has a negative moderating effect on the U-shaped relationship between controlled atmosphere and social media use;when the substitutes attractiveness is high,the U-shaped relationship between controlled atmosphere and social media use is smoother,while when the substitutes attractiveness is low,the U-shaped relationship between controlled atmosphere and social media use is steeper.The above conclusions show that platform managers should appropriately grasp the social media atmosphere in order to increase users′social media use.

关 键 词：社交媒体氛围 社交媒体使用 替代者吸引力 感知价值 

分 类 号：F272.3[经济管理—企业管理]