社交媒体用户营销信息分享行为——受评忧虑与系统反馈视角

Social Media Users’Marketing Information Sharing Behavior:Perspective of Evaluation Apprehension and System Feedback

随着社交+电商新模式的快速发展,越来越多的营销信息通过用户分享在社交媒体上广泛传播。已有研究主要聚焦于从积极的视角揭示用户信息分享行为的发生机制,对用户分享过程中的负面情感因素挖掘不够。同时,信息分享过程是信息发送者与接收者之间双向互动的过程,受众的反馈是影响信息发送者分享的重要因素之一。基于受评忧虑理论,从用户、情感、系统相融合的视角,构建用户营销信息分享行为研究模型。运用线上问卷调查与线下实验室实验相结合的研究方法,探究受评忧虑心理在感知分享价值对营销信息分享行为的影响关系中产生的阻碍作用,以及系统反馈属性这一具体系统特性在用户分享过程中的作用机制,即其对受评忧虑阻碍作用的调节作用。研究结果表明,①感知分享价值(包括感知利己价值和感知利他价值)正向影响营销信息分享行为;②受评忧虑负向调节感知分享价值对营销信息分享行为的正向影响,即用户受评忧虑越高,感知分享价值与分享行为之间的相关关系显著减弱;③用户分享后系统反馈属性越多,即反馈信息越丰富,受评忧虑心理的负向调节作用越弱,反之,调节作用则越强。挖掘出已有研究中较少提及的新社交购物模式下求助型信息分享情景,弥补了关于营销信息分享行为的大多数研究中只关注其正面刺激因素的空白;对受评忧虑理论进行补充和完善,将其适用范围从线下情景扩展至线上社交媒体这类虚拟组织;从系统设计的角度重点考察系统反馈属性在用户分享过程中的作用机制,丰富了信息系统用户使用行为相关理论。在实践方面,从用户心理、奖励机制设计和系统设计等角度为商家提供了现实的指导建议,以促进用户更主动地分享营销信息。

With the rapid development of the new model of social media embedded with e-commerce,more and more marketing information is widely spreading on social media through user sharing.In this study,we deviated the marketing information(MI)in two types:help-seeking marketing information(HMI)and non-help-seeking marketing information(NHMI).The extensive literature has explored the stimulus factors of users’sharing behavior from a positive perspective.Few of them considered the moderated effect of negative affectivity and motivation barriers to users’sharing behavior specific to marketing information.In addition,information sharing is a process of two-way interactions between disseminators(senders)and audiences(receivers).Thus,the audience feedback has always been the core concerns of disseminators,which constitutes one of the indispensable factors affecting information sharing.Based on the evaluation apprehension theory,this study developed a research model of HMI sharing behavior that integrates the existing views to extend our understanding on social e-commerce sharing behavior from a holistic perspective of user,emotion and system.The research model includes not only the positive incentive factors(perceived sharing value),but also the evaluation apprehension,a motivation barrier to sharing behavior,from the negative perspective.At the same time,we focused on the impact of system feedback features on the moderating effects in the sharing process.Using the method that combines online questionnaire survey and controlled laboratory experiment together,we conducted three rounds of data collection.The results show that the perceived value of sharing marketing information is positively correlated with information sharing behavior.Evaluation apprehension negatively moderates the relationship between perceived value and sharing behavior.Additionally,the more system feedback features displayed on the platform,the weaker the negative moderating effect of the evaluation apprehension on the perceived information sharing value-information sharing behavior link.On the contrary,the negative moderating effect is stronger.This study effectively explores the help-seeking information sharing scenario in the new social e-commerce mode less mentioned in the previous literature,and extends the research on users’sharing behavior from a negative perspective.Furthermore,our research underscores the importance of audience response to disseminators and explores the users’evaluation apprehension from offline to online sharing context,which complements and improves the theory of evaluation apprehension.Moreover,our work contributes to the literatures on information system user behavior by introducing the mechanism of system feedback features in the process of information sharing.Practically,this study provides useful guidelines for social e-commerce companies and service operation platforms on how to design incentives,display the feedback information and adjust community atmosphere to decrease the users’apprehension and push them to share marketing information more actively.