关系类型、感知相似性与用户互动意愿

Connection Types,Perceived Similarity and Interaction Intention of Users

从社交网络的一个情境特征——关系类型出发,研究关系类型对用户互动意愿的影响。实验1发现,与关注关系相比,好友关系下,个体的互动意愿更强;实验2进一步发掘出关系类型对互动意愿的影响受到感知相似性的中介作用;实验3探讨了关系类型影响互动意愿的边界条件,即关系类型与炫耀性品牌使用对用户互动意愿的交互影响。研究表明,在高炫耀性品牌使用时,效应仍然成立;而在低炫耀性品牌使用时,两种关系类型的个体互动意愿无差异。

This paper focuses on the influence of connection types on users＇ interaction intention. Experiment 1 shows that friend connection leads to more interaction intention of users compared with follow connection; Experiment 2 further proves this effect is mediated by perceived similarity ; Experiment 3 discusses boundary condition of this effect. It explores the mod- erating effect of conspicuous brand usage. In high conspicuous brand usage, this effect still works, while in low conspicuous brand usage, the effect of connection types on interaction intention disappears.