基于HSM理论的用户参与行为影响因素研究  

HSM Theory-Based Research on Influencing Factors of User Engagement Behavior

作　　者：张红英 缑晓娜 李扬 Zhang Hongying;Gou Xiaona;Li Yang(Business School,Shandong Normal University,Jinan,Shandong,250014)

机构地区：[1]山东师范大学商学院,山东济南250014

出　　处：《中国商论》2024年第17期84-88,共5页China Journal of Commerce

基　　金：山东省人文社会科学基础研究课题(2021-JCGL-05)。

摘　　要：近年来,各大品牌社区纷纷推出了新产品试用活动,征集试用报告,以期通过试用报告促进新产品的宣传推广,形成良好的口碑,如何提高试用报告质量,获得更好的宣传效果成为重点。本文基于小米社区946篇试用报告,构建用户参与行为的影响因素模型,运用Stata进行回归分析。结果显示,系统式线索(感性信息和理性信息)对用户参与行为有积极影响,启发式线索(粉丝数量多的试用者和长篇幅的试用报告)也对用户参与行为有显著的正向影响。企业可以以此为依据优化试用者选拔标准以及改进试用报告模板,提升试用报告吸引力。In recent years,major brand communities have launched new product trial activities and solicited trial reports,with a view to facilitating the publicity and promotion of new products and generating positive word of mouth through trial reports.How to improve the quality of trial reports and have better publicity effects has become the focus.Based on 946 trial reports from Xiaomi community,we construct a model of influencing factors of user engagement behavior and use Stata for regression analysis.The results show that systematic cues(perceptual and rational information)have a positive impact on user engagement behavior,and heuristic cues(trialists with a large number of fans and long trial reports)also have a significant positive impact on user engagement behavior.Enterprises can use this as a basis to optimize the selection criteria of trialists and improve the template of trial reports to enhance the attractiveness of trial reports.

关 键 词：启发式线索 系统式线索 用户参与 大品牌 品牌营销 

分 类 号：F063.2[经济管理—政治经济学]