企业政策导向对社交媒体交互影响的调节作用  

The moderating effect of enterprise policy orientation on social media interaction

作　　者：林舒进 庄贵军[1] Lin Shujin;Zhuang Guijun(School of Management,Xi'an Jiaotong University,Xi'an 710049,Shaanxi,China)

机构地区：[1]西安交通大学管理学院,陕西西安710049

出　　处：《科研管理》2021年第7期156-162,共7页Science Research Management

基　　金：国家自然科学基金重点项目:“网络环境下基于新一代交互技术的客户关系与营销渠道管理”(71132005,2012.01-2016.12);国家自然科学基金面上项目:“基于渠道组织形式的渠道治理策略研究”(71472149,2015.01-2018.12)。

摘　　要：本文研究企业的政策导向(分为鼓励导向和控制导向)对边界人员使用社交媒体行为的调节作用,并通过实证方法验证了社交媒体对企业影响的双面性。通过550家中国制造企业的调查数据的实证研究,我们发现:(1)企业员工使用社交媒体进行更多的任务型和关系型交互行为均能够给企业带来更高的绩效,企业员工更多的任务型交互行为能够减少渠道成员的投机行为,但是更多的关系型交互行为则会导致渠道成员产生更多的投机行为。(2)企业的鼓励导向能够强化关系型交互行为与企业绩效之间的关系,而控制导向会弱化关系型交互行为与企业绩效之间的关系。(3)企业的鼓励导向能够分别强化任务型和关系型交互行为与投机行为之间的关系,控制导向能够弱化他们之间的关系。研究结果揭示了政策导向对企业边界人员基于社交媒体交互行为的调节作用,以及验证了社交媒体对企业影响的两面性。研究弥补了过去的空白,对理论研究和企业实际应用都有重要的意义。In the field of channels,the application of social media among enterprises has begun to attract the attention of scholars.However,existing studies only focus on the positive side of the influence of social media on the relationship between enterprises,but ignore the negative side of the influence of social media.So far,no one has discussed the different impacts of social media on enterprises,which restrict our comprehensive understanding of social media.Therefore,it is necessary to test the duality of social media through quantitative empirical analysis to help enterprises better understand and make use of social media.More importantly,does the policy orientation adopted by enterprises work in the different influences of social media?It is not clear whether different policy orientation of enterprises change the effectiveness of interactive behaviors on the consequences of behaviors.Exploring this issue can provide theoretical support for enterprises to formulate effective social media policies,which are worth further study.Based on this,this paper based on the social exchange theory,explores the different impacts of the use of social media by boundary spanners on the performance of enterprises and the opportunistic behavior of partners,so as to verify the duality of the influences of social media.Furthermore,this paper further studies of the moderating effect of enterprise policy orientation on the relationship between social media interactive behaviors and its consequences,and proposes a conceptual model for the study.In the research design,we first put forward research hypotheses by theoretical and logical derivation aiming at studying the relationship between different variables.It is assumed that the social media interactive behavior of enterprise boundary spanners affects the performance of firms and the opportunistic behavior of partners,as well as the moderating effect of encouragement orientation and control orientation on their relationship.This study was undertaken by questionnaire.According to the purp

关 键 词：社交媒体 政策导向 交互行为 绩效 投机行为 

分 类 号：F713.50[经济管理—市场营销]