“转发朋友圈集赞”还是“关注公众号”?——在线参与方式对顾客后续行为的影响研究  

“Forwarding to the Friendship Circle and Collecting Likes”or“Following Public Accounts”?--Research on the Influence of Online Participation on Customers’Subsequent Behavior

作　　者：于贞朋 曾慧 郝辽钢[1] YU Zhenpeng;ZENG Hui;HAO Liaogang(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;College of Management,Sichuan Agricultural University,Chengdu 611130,China)

机构地区：[1]西南交通大学经济管理学院,成都610031 [2]四川农业大学管理学院,成都611130

出　　处：《信息系统学报》2021年第1期38-49,共12页China Journal of Information Systems

基　　金：国家自然科学基金项目(71902129);国家自然科学基金重大项目(71490722);教育部人文社会科学项目(17YJC630036);四川省社会科学规划项目(SC17C041,SC18B136)。

摘　　要：基于心理所有权(psychological ownership)视角,通过实验研究方法,采用SPSS 16.0软件对172份实验数据进行分析,结果表明:非匿名的顾客在线参与方式(转发朋友圈集赞)比匿名的顾客在线参与方式(关注公众号)带来更高的关系嵌入、心理所有权和推荐意愿。交易倾向(deal proneness)在顾客在线参与方式与关系嵌入和心理所有权的关系中起调节作用。最后研究证实关系嵌入和心理所有权是顾客在线参与方式与推荐意愿影响关系中的中介变量,心理所有权是关系嵌入对推荐意愿影响的中介变量。Based on the perspective of psychological ownership,this study focuses on the different influences of different online participation modes on customers’subsequent emotions and behaviors.Through the experimental study,172 experimental data were analyzed by SPSS16.0 software.The research results show that the non-anonymous customer online participation way(forwarding to the friendship circle and collecting likes)generates higher relationship embedding,higher customer psychological ownership and higher subsequent recommendation intention than the anonymous customer online participation way(following public accounts).At the same time,deal proneness plays a moderating role in the relationship between different online participation modes of customers and psychological ownership/relationship embedding.At the same time,the results also confirm that relationship embedding and psychological ownership are the mediating variables of different customer online participation modes and recommendation intention;Psychological ownership is the mediating variable of relationship embedding’s influence on recommendation intention.

关 键 词：在线参与 关系嵌入 心理所有权 推荐意愿 交易倾向 

分 类 号：C93-0[经济管理—管理学]