| 自我构建理念对网络分享推荐意愿的影响研究 |
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| 引用本文： | 孙潇雅,周颖.自我构建理念对网络分享推荐意愿的影响研究[J].软科学,2017(4):104-107. |
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| 作者姓名： | 孙潇雅 周颖 |
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| 作者单位： | 上海交通大学 安泰经济与管理学院,上海,200052 |
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| 基金项目： | 国家自然科学基金项目(71372411) |
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| 摘 要： | 研究自我构建方式(相依自我和独立自我)对网络分享推荐意愿的影响,重点考察社会风险的中介作用和平台关系强度(关系紧密和关系疏远)的调节作用.研究结果表明:自我构建方式对在线分享推荐意愿有显著影响,与独立自我的分享者相比,相依自我的分享者在线分享推荐意愿低.不同自我构建方式的分享者通过感知社会风险的差异影响在线分享推荐意愿.此外,自我构建方式与平台关系强度之间存在调节效应,即在关系紧密的平台上,不同自我构建方式的分享者的分享推荐意愿差异显著.而在关系疏远的平台上,不同自我构建方式的分享者的分享推荐意愿无显著差异.
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| 关 键 词： | 自我构建 社会风险 关系强度 分享推荐意愿 |
The Influences of Self-control on Consumer Online Sharing and Referral Likelihood |
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| SUN Xiao-ya,ZHOU Ying.The Influences of Self-control on Consumer Online Sharing and Referral Likelihood[J].Soft Science,2017(4):104-107. |
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| Authors: | SUN Xiao-ya ZHOU Ying |
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| Abstract: | This paper explores the influence of self-control(independent vs interdependent)on consumer online sharing and referral likelihood,the mediating effect of the perceived social risk and the moderating effect of tie strength.Result shows that,in on-line sharing and referral reward programs,self-control has significantly impact on sharing and referral likelihood.Comparing with independent individuals,the online sharing and referral likelihood of interdependent individuals is lower.Furthermore,there are interactions between self-control and tie strength in on-line sharing and referral reward program,i.e.there is significant differences between different referral effort in the situation of strong tie and no significant differences in the situation of weak tie. |
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| Keywords: | self-control social risk tie strength online sharing and referral likelihood |
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