被动性社交网站使用对用户地位商品偏好的作用机制研究

The Influence Mechanism between Passive Use of Social Network Site and Preference towards Status Commodity

基于社会比较理论,探讨了个体被动性社交网站使用对地位商品消费行为的影响及作用机制。通过三个用户行为实验分析发现,被动性社交网站使用相较于未使用、高强度被动性使用相较于低强度,均能增加个体对地位商品的购买意愿;上行社会比较和自尊在被动性社交网站使用影响地位商品消费的过程中起链式中介作用;进一步地,自我与他人相似性通过影响个体上行社会比较倾向和自尊水平进而对链式中介路径起调节作用。研究对社交网站使用行为与消费行为之间的联系及影响机制有了全面深刻的认知,对企业通过社交网站进行营销活动提供了有价值的参考。

Based on social comparison theory,this study explored the influence mechanism of passive use of social network sites on consumers’behavior towards status commodity.Results demonstrate that passive use of social network sites can increase individuals'willingness to purchase status commodity compared with unused,high-intensity passive use and low-intensity by designing three user experiments.Upward social comparison and self-esteem play a chain mediating effect between passive use of social network sites and consumers’behavior towards status commodity.Further,the chain mediating effect is moderated by selfother similarity through effecting the upward social comparison tendency and self-esteem level.This study has a deep understanding of the relationship between the use of social networking sites and consumer behavior,and provides valuable information for companies marketing activities on social networking sites.