产品信息会在朋友圈坚持多久——身份认同与经济奖励对社交媒体用户分享意愿及分享时间的影响研究

How Long Will E-business Content Stay in WeChat Mo­ments-A Study on the Impact of Identity and Economic Rewards on Social Media Users’Sharing Willingness and Sharing Time

微信朋友圈因其信息分享的便捷性已成为企业进行产品推广的关键渠道,企业希望通过产品信息及奖励策略促进消费者的分享行为,但实际中消费者却出现了分享后迅速删除商业信息的行为。本文基于主观规范理论和动机理论对这一行为进行了解释,并通过3个实验建立了身份认同型产品信息和经济奖励对微信用户分享意愿和分享时间的影响机制。结果表明:身份认同型产品信息能够激发个体的自我呈现动机,带来更为积极的分享意愿和分享时间;经济奖励策略正向影响消费者对产品信息的分享意愿,却负向影响其分享时间;由于动机的挤出效应,经济奖励调节了自我呈现在身份认同型产品信息与分享行为关系中所起的中介作用,当具有经济奖励时,自我呈现的中介作用将会减弱;反之,将会增强。本研究拓展了社交媒体中消费者分享行为的理论内涵,为企业的社交媒体营销提供决策支持,具有较大的理论意义和实践价值。

WeChat Moments has become a key channel for companies to promote products due to the convenience of information sharing.Companies hope to promote consumer sharing behavior through E-Commerce content and reward strategies,but in reality,consumers appear to be quick to delete business information after sharing.Therefore,how to improve the sharing willingness and sharing time of consumers to share product information in WeChat Moments has become one of the important issues in the marketing field.This study explains the behavior based on subjective norm theory and motivation theory,and establishes the influencing mechanism of the identity-type E-Commerce content and economic rewards on WeChat users’sharing willingness and sharing time through three experiments,in order to explore the information strategy combination for enterprises to alleviate deletion behavior.The results show that identity-type E-Commerce can stimulate individuals’self-presentation motivation and bring about more active sharing willingness and sharing time,and self-presentation plays a significant intermediary role;economic reward strategies as an extrinsic motivation positively affects consumers’sharing willingness,but negatively affects their sharing time under the effect of subjective norms and negative impression management;the economic reward moderates the influence of identity-type E-Commerce on consumer sharing behavior.When the economic reward is adopted,there is no significant differences in whether the use of identity-type E-Commerce has an impact of on consumers’willingness to share and sharing time or not.Due to the crowding-out effect of motivation,the economic reward moderates the mediating role of self-presentation in the relationship between identity-type E-Commerce and sharing behavior.When the economic reward is used,the mediating role of self-presentation will be weakened;otherwise,it will be strengthened.This study expands the theoretical connotation of consumer sharing behavior in social media,provides decision support for corporate social media marketing and has good theoretical significance and practical value.Furthermore,combined with the conclusions of this article,it provides practical suggestions on how to use social media information strategies to accomplish marketing goals.