企业社交媒体行为对网络嵌入治理的影响研究:基于社会网络理论的视角  

Impact of Corporate Social Media Behaviors on Network Embedded Governance:From the Perspective of Social Network Theory

作　　者：丰超 陈慧 杨强 FENG Chao;CHEN Hui;YANG Qiang(College of Economics and Management,Nanjing University of Aeronautics and Astronautics,Nanjing 211106,China;Ginling College,Nanjing Normal University,Nanjing 210046,China;School of Business,Nanjing Audit University,Nanjing 211815,China)

机构地区：[1]南京航空航天大学经济与管理学院,江苏南京211106 [2]南京师范大学金陵女子学院,江苏南京210046 [3]南京审计大学商学院,江苏南京211815

出　　处：《商业经济与管理》2024年第4期18-30,共13页Journal of Business Economics

基　　金：国家自然科学基金青年项目“企业社交媒体行为如何影响跨组织治理?基于多层次匹配视角”(72102107);江苏省社会科学基金青年项目“乡村振兴背景下官员直播带货对助农效果的提升路径与风险规避研究”(23GLC025);南京航空航天大学研究生科研与实践创新计划项目“企业社交媒体行为对网络嵌入治理的影响研究:基于社会网络理论的视角”(xcxjh20230914)。

摘　　要：基于社会网络理论,文章探究企业社交媒体行为对网络嵌入治理的影响,即制造商企业不同社交媒体行为如何促进网络嵌入治理以及合作伙伴网络结构嵌入特点能否强化上述关系。文章以制造商和经销商的合作关系为研究情境,从制造商角度收集308份问卷,实证检验结果表明:社交媒体任务交互行为和关系交互行为均正向影响网络嵌入治理;经销商网络密度增强社交媒体任务交互行为对网络嵌入治理的正向影响,而与文章预期相反的是,经销商网络中心性无法增强社交媒体关系交互行为对网络嵌入治理的正向影响。文章丰富了跨组织关系管理领域关于社交媒体使用的讨论,并从社会网络层面关注跨组织关系治理问题,为企业寻求和建立一条新的跨组织关系治理机制提供决策依据。Based on the social network theory,this study explores the impact of corporate social media behaviors on network embedded governance,that is,how different social media behaviors of manufacturers promote network embedded governance and whether the embeddedness characteristics of partners\network structure can strengthen the above relationship.Taking the cooperative relationship between manufacturers and distributors as the research context,this paper collects 324 questionnaires from the perspective of manufacturers.The empirical test results show that social media task interaction behavior and relationship interaction behavior both have positive impacts on network embedded governance.Distributors\network density enhances the positive influence of social media task interaction behavior on network embedded governance,and contrary to our expectation,distributors\network centrality cannot enhance the positive influence of social media relationship interaction behavior on network embedded governance.This study enriches the discussion on the use of social media in the field of interfirm relationship management,and focuses on the interfirm relationship governance from the social network level,providing decisionmaking basis for firms to seek and establish a new interfirm relationship governance mechanism.

关 键 词：营销渠道 企业社交媒体行为 网络密度 网络中心性 网络嵌入治理 

分 类 号：F713.50[经济管理—市场营销]