用户感知价值对重复消费意愿影响研究  

Research on the Effect of User Perceived Value on Repeat Consumption Intention

作　　者：刘启明 陈静怡 金增智 于倩倩 LIU Qiming;CHEN Jingyi;JIN Zengzhi;YU Qianqian(School of Journalism,Chongqing University,Chongqing 401331,China;不详)

机构地区：[1]重庆大学新闻学院,重庆401331 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《武汉理工大学学报(信息与管理工程版)》2025年第1期94-100,共7页Journal of Wuhan University of Technology:Information & Management Engineering

基　　金：中央高校基本科研业务费资助项目(2023CDSKXYXW008).

摘　　要：为探究感知价值不同维度对重复消费意愿的影响机制及用户忠诚度与网络归属感的中介效应,基于网络视频平台用户调查数据,对具有网络视频平台消费经验的用户进行数据收集。使用PROCESS模型分析感知价值对用户忠诚度、网络归属感和重复消费意愿的影响效应。研究结果表明:感知价值中的社会价值与娱乐价值对重复消费意愿具有显著正向影响,用户忠诚度和网络归属感在感知价值与重复消费意愿的关系中发挥着部分中介作用。因此,网络视频平台致力于培育良好的社会责任感、塑造企业形象,将有利于用户感知社会价值的增强,从而推动用户的重复消费意愿。To explore how different dimensions of perceived value affect repeat consumption intention,mediated by user loyalty and network sense of belonging,survey data from online video platform users were analyzed,which were collected from individuals experienced with online video apps consumption.The PROCESS model was employed to analyze the impact of perceived value on user loyalty,network belonging,and repeat consumption intention.The research results showed that social value and entertainment value in perceived value have a significant positive impact on repeat consumption intention.Both user loyalty and network sense of belonging partially mediate the relationship between perceived value and repeat consumption intention.Therefore,the network video platform cultivates a good sense of social responsibility and shapes the corporate image,which is conducive to the enhancement of users′perceived social value,thus promoting users′repeat consumption intention.

关 键 词：感知价值 重复消费意愿 用户忠诚度 网络归属感 网络视频平台 

分 类 号：TP18[自动化与计算机技术—控制理论与控制工程]