虚拟社区知识共享主体对首购意愿的作用机理研究

Influencing Mechanism of Knowledge Sharing Subject in Virtual Communities on Customers′ First-time Purchase Intention

虚拟社区知识共享的匿名性和互动性特征使知识共享过程中共享主体的影响尤其显著。以有过虚拟社区知识共享经历的消费者为样本,探讨虚拟社区知识共享对消费者首购意愿的作用机理,分析知识共享主体特征对消费者感知风险的影响以及消费者感知风险对消费者首购意愿的作用;通过在网上论坛发放电子问卷、滚雪球和街头拦截的形式回收有效问卷366份,采用多元线性回归和层次线性回归对假设进行检验。研究结果表明,共享主体的特征可以划分为发送者专业能力、关系强度和发送者社区地位3个维度,这3个维度通过感知风险正向影响首购意愿,产品涉入度对共享主体与感知风险的负向关系产生显著的正向调节作用。该结论为企业在虚拟社区进行有效的口碑营销及危机公关提供决策支持。

Knowledge-sharing in virtual communities is featured with anonymity and interactivity, thus knowledge sharing subjects play an extremely important role in the process of knowledge sharing. Using consumers with knowledge-sharing experience in virtual communities as samples, this study identified the influencing mechanism of virtual knowledge-sharing＇s influence on custom- ers＇ first-time purchase intention and analyzed impacts of the characteristics of the knowledge sharing subjects on consumers＇ perceived risk and effects of consumers＇ perceived risk on consumers＇ first-time purchase intention. This study gathered 366 valid questionnaires by way of issuance of electronic questionnaires at the online forum, snowballing and street block and then used multiple linear regression and hierarchical linear regression to test the hypothesis. The result shows that the characteristics of the knowledge-sharing subject include three dimensions, which is expertise of the message sender, relationship strength and the position of the sender in a community. These three dimensions influence customers＇ first-time purchase intention indirectly through the perceived risk. Product involvement moderates the negative relationship between the knowledge-sharing subject and the perceived risk positively. The conlusion will provide implication for corporation to conduct effective word of mouth marketing and crisis public relations in virtual communities.