在线用户点赞与评论行为的产生机理差异研究--以医疗健康类企业微信公众号为例

Understanding antecedent differences across online users’like and comment behaviors:The case of healthcare enterprise WeChat public platform

很多企业或组织利用移动社交媒体服务平台(如微信公众号)发布内容来吸引用户参与互动(点赞、评论等)以达到宣传和营销目的,而用户不同互动行为的影响机制及其差异尚无明确结论.基于精细加工可能性模型和用户互动参与的相关理论文献,本文以医疗健康类企业微信公众号为研究情景,从中心路径(信息质量)和边缘路径(来源可信度和情绪因素)出发,探究用户对健康信息点赞和评论互动行为意向的影响机制及其差异.为了验证所提模型和假设,本文采用大规模在线情景问卷调研方法收集数据并进行实证检验,结果显示:1)信息质量、来源可信度对用户点赞意向的影响显著强于评论意向;2)信息负情绪性对评论意向影响不显著而对点赞意向的影响负向显著;3)信息正情绪性与来源可信度对两种用户互动行为意向的影响均显著强于信息质量.研究结论丰富了在线信息互动行为的相关理论,为移动社交媒体运营商在发布信息方面提供实践指导.

More and more enterprises and organizations have been using social media service platforms(suchas WeChat public platform)to promote user engagement behaviors(like,comment,etc.)for publicity and marketing.However,there is no clear understanding of the influencing factors of users'engagement behaviorsand their different effects.Taking WeChat public platform as the research object and drawing upon Elaboration Likelihood Model,the paper investigates the influencing mechanisms of the central route(information quality)and the peripheral routes(source credibility and emotional factors)on user engagement behavior intention(sharing and adoption).In order to test the proposed hypotheses and research model,a large-scale scenario-based survey was conducted among users of enterprise WeChat public platform.The results show that:1)information quality and source credibility both exert a stronger impact on like than on comment;2)negativeemotion has no impact on comment but has a significantly negative impact on like;3)the impacts of positiveemotion and source credibility on user engagement behaviors are stronger than those of information quality.