潜水还是交互?印象管理视角下的品牌微博顾客参与类型影响因素研究

Lurk or Interaction? Research on Customers Choice of Interactive and Noninteractive Participation in Brand Micro-blog

随着微博的发展和流行,越来越多的企业开始在微博平台上建立品牌微博,并用其进行营销推广活动。顾客的参与对品牌微博的营销至关重要。很多顾客在品牌微博中长期处于潜水状态,很少进行交互式参与,因此探究影响消费者潜水和交互式参与的影响因素对于理论和实践都有很大意义。基于印象管理理论,构建了消费者品牌微博营销活动参与类型的选择模型。探讨了促进和抑制消费者交互式参与和非交互式参与(潜水)的因素。并运用偏最小二乘回归(PLS)对模型进行了验证。结果表明自我保护因素(评价顾忌)会抑制消费者的交互式参与意愿,但是会增强消费者的非交互式参与意愿。相反,自我增强因素(信息质量、交互支持和品牌喜爱)会促进消费者的交互式参与意愿,但是会抑制消费者的非交互式参与意愿。

Customers participation is crucial to brand micro-blogs markeing innovation.However,many brand micro-blogs still face the challenge of low interactive participation,most customers as lurkers at long term.Thus,understanding the determines of customer interactive and non-interactive participation is meaningful.Based on the impression management theory,we propose a theoretical framework of customers choice of interactive and non-interactive participation in brand micro-blog,and discusses the facilitators and inhibitors of interactive and non-interactive participation intention.Using PLS method,our results show that self-protection related factor negatively effect on interactive participation intention,and positively effect on non-interactive participation intention;while,self-enhancement related factors positively effect on interactive participation intention,and negatively effect on non-interactive participation intention.