在线品牌社群互动信息对潜水顾客购买意愿的影响

A Study on the Influence of Online Brand Community Interaction Information on Lurker's Purchase Intention

根据参照群体理论,构建以社群互动信息为自变量、购买风险和身份认同为中介变量、人际易感性为调节变量、潜水顾客购买意愿为结果变量的研究模型。研究结果表明,产品互动信息和人际互动信息对潜水顾客的购买意愿产生正向的影响。购买风险中介产品互动信息和人际互动信息对购买意愿的影响,活跃顾客间频繁的产品互动信息、人际互动信息、情感交流信息,可以有效降低潜水顾客购买该品牌或产品的风险,提高其购买意愿;身份认同中介产品互动信息和人际互动信息对购买意愿的影响,活跃顾客丰富的产品互动信息和人际互动信息均可以有效增强潜水顾客的社群身份认同,提高其购买意愿。在人际互动信息对身份认同的影响中,人际易感性调节效应显著,相对于低人际易感性潜水顾客,高人际易感性潜水顾客的身份认同更易受到人际互动信息的影响,人际易感性与人际互动信息的交互作用会通过身份认同对购买意愿产生影响。

According to reference group theory, the author proposes a research model that taking the social interaction information as the independent variable, the purchase risk and the identity as the mediating variable, the interpersonal susceptibility as the moderating variable, and the purchase intention of the lurker as the dependent variable. The results show that： interaction information can be divided into product interaction information and interpersonal interaction information; and both of them have significant positive influence on purchase intention. The purchasing risk and identity partially moderates the influence of product interaction information on purchase intention, and moderates the influence of interpersonal interaction information on purchase intention; and the interpersonal susceptibility positively moderates the influence of interpersonal interaction information on identity.