越漂泊越爱分享小众信息?——居住流动性和数值源地位对在线信息分享意愿的影响研究  

The More Wandering, the Higher Intention to Share Minority Source Status Information?--Research on the Effect of Residential Mobility and Numerical Source Status on Online Information Sharing Intention

作　　者：陈洁[1] 范雯健 李庆 钟佳玲 Chen Jie;Fan Wenjian;Li Qing;Zhong Jialing(Antai College of Economics and Management,Shanghai Jiao Tong University)

机构地区：[1]上海交通大学安泰经济与管理学院

出　　处：《营销科学学报》2023年第2期78-95,共18页Journal of Marketing Science

基　　金：国家社会科学基金重点项目(22AGL007)资助。

摘　　要：在线社区为规模庞大的流动人口提供了持续社交平台,他们通过分享信息树立自己的社交形象,进行印象管理,实现身份认同。本研究从社会生态的视角,研究社会生态中居住流动性和数值源地位的匹配对信息分享意愿的影响,并探索其中介机制和边界条件。本研究通过4个实验发现:(1)居住流动性和数值源地位的匹配对信息分享意愿有显著影响——高居住流动性个体与小众源地位匹配时,更愿意分享信息;低居住流动性个体与大众源地位匹配时,更愿意分享信息;(2)感知独特性中介居住流动性和数值源地位对信息分享意愿的影响,同时排除了社会联结动机和自尊稳定性的替代解释;(3)内隐人格观对居住流动性匹配数值源地位影响信息分享意愿有调节作用。Online community provides a continual social platform for the vast floating population.On this platform,consumers establish their public images by sharing information,whereby they can perform impression management and achieve their identity.From the perspective of socioecological psychology,this paper explores the joint effect of residential mobility and numerical source status upon information sharing intention,as well as its mechanism and boundary condition.Across four experiments,this research shows that:(1)Residential mobility and numerical source status jointly affect consumers'information sharing intentions.Specifically,individuals with high residential mobility matched with minority source status,will have higher information sharing intention.Meanwhile,individuals with low residential mobility matched with majority source status,will have higher information sharing intention.(2)Perceived uniqueness,not social bonding motivation or self-esteem instability,mediates this joint effect mentioned above.(3)Implicit theories of personality moderate the joint effect of residential mobility and numerical source status on information sharing intention.

关 键 词：居住流动性 信息分享意愿 数值源地位 感知独特性 内隐人格观 

分 类 号：G206[文化科学—传播学]