创新顾客情绪、专业认同对网络口碑推荐行为的影响--专业地位和社会地位的调节作用  

The Influence of Innovating Customer Emotion and Professional Identity on Electronic Word-of-mouth Recommendation Behavior--the Moderating Effect of Professional Status and Social Status

作　　者：祁小波 张凤华[1] 张德鹏[1] QI Xiao-bo;ZHANG Feng-hua;ZHANG De-peng(School of Management,Guangdong University of Technology,Guangzhou 510520,Guangdong,China)

机构地区：[1]广东工业大学管理学院,广东广州510520

出　　处：《中国流通经济》2021年第8期103-113,共11页China Business and Market

基　　金：国家自然科学基金项目“社会化媒体情景下顾客口碑信息采纳决策机制研究:以双过程理论为视角”(71972055);国家自然科学基金项目“顾客创新对口碑推荐行为的影响机理研究:以社会交换理论为视角”(71672044);国家自然科学基金项目“创新顾客知识融合过程的激励机制研究:以公平偏好理论为视角”(72002044)。

摘　　要：社交媒体中创新顾客以高涨的情绪参与创新活动,但仅限于“自娱自乐”,销售型社交媒体企业亟须通过网络口碑扩大销售,这一现实问题表明探索创新顾客情绪对网络口碑推荐行为的影响机制对销售型社交媒体企业扩大市场具有重要意义。基于情绪事件理论和社会认同理论,可探索创新顾客情绪和专业认同对网络口碑推荐行为的影响。通过SPSS 21.0和AMOS 24.0对452份有效问卷进行分析发现,创新顾客情绪对网络口碑推荐行为和专业认同具有显著正向影响,专业认同对网络口碑推荐行为具有显著正向影响,专业认同在创新顾客情绪与网络口碑推荐行为之间起中介作用;相比于高专业地位和高社会地位,低专业地位和低社会地位对专业认同和网络口碑推荐行为之间关系的调节作用更强,而且第二阶段被调节的中介效应成立。实践中,销售型社交媒体企业应有效掌握创新顾客情绪及其对网络口碑推荐行为的影响机理,引导低专业地位和低社会地位创新顾客提升专业认同,最终在社交媒体平台有效拓展网络口碑推荐市场。Innovating customers in social media participate in innovation activities with high emotions,which is only a kind of“self-entertainment”;and it is urgent for the sales social media enterprises to expand sales through electronic word-of-mouth.This practical problem shows that it is of great significance to explore the influence mechanism of innovating customer emotion on electronic word-of-mouth recommendation behavior for social media enterprises to expand market of sales.Based on the theory of affective events and social identity,the authors explore the influence of innovating customer emotion and professional identity on electronic word-of-mouth recommendation behavior.452 valid questionnaires are analyzed by SPSS 21.0 and AMOS 24.0.The results show that:innovating customer emotion has a significant positive effect on electronic word-of-mouth recommendation behavior and professional identity,professional identity has a significant positive effect on electronic word-of-mouth recommendation behavior,and professional identity plays a mediation role between innovating customer emotion and electronic word-of-mouth recommendation behavior;and compared with high professional status and high social status,low professional status and low social status have a stronger moderating effect on the relationship between professional identity and electronic word-of mouth recommendation behavior,and the second stage has a moderated mediation.In practice,sales social media enterprises should effectively understand the influencing mechanism of innovating customer emotion on electronic word-of-mouth recommendation behavior,guide the innovating customers with low professional status and low social status to enhance their professional identity,and finally effectively expand the electronic word-of-mouth recommendation market on social media platforms.

关 键 词：创新顾客情绪 专业认同 专业地位 社会地位 网络口碑推荐行为 

分 类 号：F272.3[经济管理—企业管理]