参与氛围对顾客在线参与意愿影响的实证研究——基于社会交换理论视角  

An empirical research on the impact of participation atmosphere on online participation intention:From the perspective of social exchange theory

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;School of Economics and Management,Civil Aviation Flight University of China,Deyang 618307,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,四川成都610031 [2]中国民用航空飞行学院经济管理学院,四川德阳618307 [3]四川农业大学管理学院,四川成都611130

出　　处：《管理工程学报》2022年第5期49-61,共13页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71902129);教育部人文社科项目(17YJC630036);四川省社科规划项目(SC17C041)。

摘　　要：基于社会交换理论,本文通过两个研究探讨了参与人数氛围和参与节日氛围对顾客在线参与意愿的差异影响,并指出参与人数氛围和参与节日氛围对顾客在线参与意愿影响的内在机理存在差异。研究一主要探讨了参与人数氛围对顾客在线参与意愿的影响。研究表明相对于参与人数少氛围,参与人数多氛围带来更低的感知社会成本和更高在线参与意愿,且感知社会成本在参与人数氛围在线参与意愿的影响关系中起部分中介作用。同时,参与人数氛围对感知社会成本在线参与意愿的影响受顾客自我建构的调节作用。研究二主要探讨了参与节日氛围对顾客在线参与意愿的影响。研究表明参与节日氛围带来更高的感知心理收益和在线参与意愿,且感知心理收益在参与节日氛围在线参与意愿的影响关系中起部分中介作用。同时,顾客自身交易倾向调节了参与节日氛围对感知心理收益和在线参与意愿的影响关系。本文的研究结论为企业制定更有效果的奖励参与计划提供了建议和指导,具有一定的理论和实践意义。With the development of the mobile internet,a person may often receive“online help”from friends in real life,such as a bargaining request from a network platform.Although previous research has shown that participating in corporate reward programs increases perceived social cost,the increasing amount of such“online help”may affect a person′s willingness to participate in reward programs,making a person feel as if most people participate and that they can also participate in such reward programs.Although previous studies have shown that reward size,reward form(money versus non-money),tie strength and the degree of effort affect the enthusiasm of customers to participate in reward programs,scholars focus more on the influence of the content of reward programs and customers characteristics on the possibility to participate in reward programs,ignoring the influence of participation atmosphere on online participation intention.According to the definition of social factors in the existing literature,a participation atmosphere refers to customers′perception of the number of online participants in reward programs in their social network.We propose that perceived social cost and willingness to participate in reward programs are influenced by the participation atmosphere(more people vs.fewer people).When the number of people involved in such reward programs is large,customers think that participating in reward programs is understood and accepted by most people.Thus,the perceived social cost decreases,which improves online participation intention.In addition,we propose that the mechanism by which a festival atmosphere affects customers′online participation intention is different from that of a participation atmosphere.A participant atmosphere mainly influences willingness to participate by influencing the perception of social costs.However,a festival participation atmosphere influences online participation intention by influencing perceived psychological benefits.Therefore,based on social exchange theory,this p

关 键 词：参与氛围 社会交换理论 自我建构 交易倾向 参与意愿 

分 类 号：C930[经济管理—管理学]