基于自我决定理论的移动优惠券分享意愿——个人主义倾向视角

Willingness to Share Mobile Coupons Based on Self-determination Theory——From the Perspective of Individualism

基于自我决定理论,在社交平台互动情境背景下,以感知风险为调节变量,以感知社会价值和感知经济价值为中介变量,借鉴前人的相关研究建立理论模型与各变量的测量量表,通过问卷调查获得第一手数据,利用结构方程模型验证了个人主义倾向对社交平台移动优惠券分享意愿的影响。研究表明,个人主义倾向对移动优惠券的分享意愿、感知经济价值、感知社会价值起显著正向作用;感知经济价值对移动优惠券分享意愿起显著正向作用,而感知社会价值对移动优惠券分享意愿作用不明显;感知经济价值在个人主义倾向对移动优惠券分享意愿的关系中起完全中介作用,而感知社会价值的中介作用不显著;验证结果还表明,感知风险在个人主义倾向和移动优惠券分享意愿之间具有负向调节作用。

At present,most researches on sharing focus on the field of knowledge,and the research on mobile coupons mainly focuses on the influencing factors of their willingness to use,while the research on the willingness to share mobile coupons is relatively rare.This paper takes the interactive situation of social platform as the research background,combines self-determination theory,uses perceived risk as moderator variable,perceives social value and perceived economic value as mediator variables,refers to the relevant research of predecessors to establish the measurement scale of each variable,and obtains the first-hand data through questionnaire,uses the structural equation model to verify the impact of individualistic tendencies on the willingness to share mobile coupons on social platforms.The research shows that individualistic tendencies play a significant positive role in the sharing willingness,perceived economic value and perceived social value of mobile coupons;perceived economic value plays a significant positive role in the willingness to share mobile coupons,while perceived social value has no significant effect on the willingness to share mobile coupons;perceived economic value plays a full mediating role in the relationship between individualistic tendencies and the willingness to share mobile coupons,while the mediating effect of perceived social value is not significant.The results also show that perceived risk has a negative regulating effect between individualistic tendencies and willingness to share mobile coupons.