移动互联网络环境下人际关系对消费者参与微营销的影响研究  

Influence of interpersonal relationship on consumers’participation in micro-marketing in mobile Internet environment

作　　者：胡银花[1] 钟蕊蕊 黄小霞 HU Yinhua;ZHONG Ruirui;HUANG Xiaoxia(School of Business Administration,Nanchang Institute of Technology,Nanchang 330099,China)

机构地区：[1]南昌工程学院工商管理学院,江西南昌330099

出　　处：《南昌工程学院学报》2022年第2期97-104,共8页Journal of Nanchang Institute of Technology

基　　金：江西省社会科学基金项目(19GL35);江西省高校人文社会科学研究项目(GL20120);江西省教育厅科学技术研究项目(GJJ170999)。

摘　　要：移动互联网的普及,推动了以圈际营销为主要特点的微营销模式的产生,营销者所在圈际的人际关系强度会通过圈子的社会影响,进而影响消费者的心理和认知。因此,以移动互联社交网络为切入点,从社会影响视角,研究人际关系对消费者参与微营销的影响机制具有重要的意义。实证研究表明,消费者与消费者之间的关系强度、消费者与营销者之间的关系强度均对消费者参与微营销没有直接的影响;社会性影响(包括规范性影响和信息性影响)在人际关系强度与微营销参与之间发挥了完全中介作用;相对于规范性影响,信息性影响在人际关系强度与微营销之间发挥的中介效应更为显著;相对于消费者与消费者之间的关系强度,消费者与营销者之间的关系强度对微营销参与的总效应更为显著。The popularity of the mobile Internet has promoted the micro-marketing mode that is characteristic of inter-circle marketing.The strength of the interpersonal relationships in the circle of marketers will affect the psychology and cognition of consumers through the social influence of the circle.Therefore,taking the mobile Internet social network as the starting point,it is significant to study the influence mechanism of interpersonal relationship on consumers’participation in micro-marketing from the perspective of social influence.The empirical research shows that the strength of the relationship between consumers and consumers,and that between consumers and marketers have no direct impact on consumers’participation in micro-marketing;that social influences(including normative influences and informational influences)play a completely intermediary role between the strength of interpersonal relationships and micro-marketing participation;that compared with normative influence,the intermediary effect of informational influence between the strength of interpersonal relationship and micro-marketing is more significant;and that compared with the strength of the relationship between consumers and consumers,the strength of the relationship between consumers and marketers has a more significant effect on the total effect of micro-marketing participation.

关 键 词：人际关系 微营销 信息性影响 规范性影响 

分 类 号：C811[社会学—统计学]