移动社交网络用户对产品推荐信息反应意愿研究

An Empirical Study of Response Intention on Product Recommendations Given via Mobile Social Networks

[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。

[ Purpose/significance ] Our study aims to find what influences users＇ response intention on product rec- ommendations by their contact under Mobile Social Networks （MSN） environment and subsequently put forward the corre- sponding suggestions on the marketing strategy. [ Method/process ] We used partial least squares （PLS） to do the analy- sis with data of 316 samples. [Resnit/condusion] 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.