微信公众号技术可供性如何促进用户价值共创行为——心理契约的中介作用  

How the Technology Availability of Wechat Official Account Promotes User Value Co-Creation:The Mediating Role of Psychological Contract

作　　者：陈义涛 刘茜 蒋雅琼 CHEN Yitao;LIU Qian;JIANG Yaqiong(School of Business,Guilin University of Electronic Technology,Guilin 541004,China)

机构地区：[1]桂林电子科技大学商学院,广西桂林541004

出　　处：《经济与管理》2025年第2期41-49,共9页Economy and Management

基　　金：国家社会科学基金项目(20BGL247);广西哲学社会科学基金项目(22FGL021)。

摘　　要：企业微信公众号的运营离不开用户的关注和支持,基于技术可供性的视角,构建微信公众号“企业-用户”关系模型,实证了技术可供性对用户价值共创行为的作用机制。利用SPSS和AMOS对534份有效问卷分析发现:技术可供性的物理可供性、信息可供性、交互可供性和交易可供性对用户交易型心理契约和关系型心理契约的建立均有正向影响;交易型心理契约和关系型心理契约的建立正向影响用户的贡献行为和反馈行为,心理契约在技术可供性和用户价值共创行为之间起完全中介作用;且高卷入度情境下,交易可供性更容易诱发用户的交易型心理契约,持有交易型心理契约的用户更容易产生反馈行为,而持有关系型心理契约的用户更容易产生贡献行为。The operation of official accounts relies heavily on user attention and support.From the perspective of technological affordances,this research constructs an"enterprise-user"official account relationship model and demonstrates the role of technological affordances on value co-creation behavior.Based on 534 valid questionnaires,analysis using SPSS and AMOS software revealed that physical affordance,informational affordance,interactional affordance,and transactional affordance of technological affordances positively influence the establishment of transactional psychological contracts and relational psychological contracts for users.The establishment of transactional and relational psychological contracts positively influences users'contributive and feedback behaviors.Psychological contracts fully mediate the relationship between technological affordances and users'value co-creation behaviors.In high-involvement contexts,transactional affordances are more likely to elicit users'transactional psychological contracts.Users who hold transactional psychological contracts are more inclined to engage in feedback behavior,while those with relational psychological contracts are more predisposed to contributive behavior.

关 键 词：企业微信公众号 技术可供性 心理契约 价值共创行为 

分 类 号：F12[经济管理—世界经济] F272