| 移动社交网络用户对产品推荐信息反应意愿研究 |
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| 引用本文： | 董颖,许正良,刘方,唐晓彬.移动社交网络用户对产品推荐信息反应意愿研究[J].图书情报工作,2016,60(23):111-118. |
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| 作者姓名： | 董颖 许正良 刘方 唐晓彬 |
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| 作者单位： | 1.吉林大学管理学院 长春 130021;2.东北师范大学人文学院 长春 130117;3.昆士兰大学商学院 布里斯班 4072;4.对外经济贸易大学统计学院 北京 100029 |
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| 基金项目： | 本文系2015年度北京市社会科学基金项目“大数据背景下北京市网络社会风险动态监测与控制机制研究”（项目编号：15SHC030）研究成果之一。 |
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| 摘 要： | 目的/意义]研究移动社交网络情境中用户与联系人关系、用户感知联系人行为如何影响用户对产品推荐信息反应意愿，并就研究结果提出管理对策。方法/过程]通过手机微信平台收集的316份有效问卷，运用偏最小二乘回归法对数据进行分析。结果/结论]结果表明：对联系人推荐的认知信任和情感信任正向影响用户对产品推荐信息反应意愿；亲密度和过去经历正向影响联系人推荐的认知信任和情感信任；过度发布行为负向影响联系人推荐的认知信任和情感信任。但是，相似性与对联系人推荐的认知信任和情感信任之间关系未获得支持。
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| 关 键 词： | 移动社交网络 用户 产品推荐信息 反应意愿 |
| 收稿时间： | 2016-09-11 |
| 修稿时间： | 2016-11-14 |
An Empirical Study of Response Intention on Product Recommendations Given via Mobile Social Networks |
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| Dong Ying,Xu Zhengliang,Liu Fang,Tang Xiaobin.An Empirical Study of Response Intention on Product Recommendations Given via Mobile Social Networks[J].Library and Information Service,2016,60(23):111-118. |
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| Authors: | Dong Ying Xu Zhengliang Liu Fang Tang Xiaobin |
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| Institution: | 1.School of Management, Jilin University, Changchun 130021;2.College of Humanities and Sciences of Northeast Normal University, Changchun 130117;3.Business School, University of Queensland, Brisbane 4072;4.School of Statistics, University of International Business and Economics, Beijing 100029 |
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| Abstract: | Purpose/significance] Our study aims to find what influences users' response intention on product recommendations by their contact under Mobile Social Networks (MSN) environment and subsequently put forward the corresponding suggestions on the marketing strategy. Method/process] We used partial least squares (PLS) to do the analysis with data of 316 samples. Result/conclusion] The results show that closeness, excessive posting behavior, and past recommendation experience have significant impact on cognitive trust, emotional trust and response intention on product recommendation. However, similarity does not have significant effect on both dimensions of trust. |
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| Keywords: | MSN user product recommendation response intention |
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