虚拟社区信息质量对消费者行为意愿的影响——以小红书为例

The Effect of Information Quality in Virtual Community on Consumer Behavior Intention:A Case Study of Xiaohongshu

虚拟社区作为内容分享平台已经成为品牌营销的重要渠道之一,其信息质量对消费决策有着重要影响,与此同时平衡社区内容价值与商业价值成为社区发展的关键问题。依据5W模式和Wilson信息行为模型,以社区认同为中介变量构建了概念模型,研究在认知与情感维度下信息质量对消费者行为意愿的影响路径。研究发现,在同时考虑信息质量的认知与情感属性的情况下,信息发布者质量、信息内容质量、信息效用质量都不同程度地显著正向影响消费者的行为意愿,其中信息效用质量的影响最为突出;社区认同在信息质量与消费者行为意愿之间有着部分中介作用,且在信息发布者质量与消费者行为意愿之间的中介效应最为明显。

As a content sharing platform,virtual community has become one of the important channels to publicize brands.Its information quality has an important impact on consumers’decisions.At the same time,the balance between community content value and commercial value has become a key issue for virtual community development.Based on the 5W model and Wilson’s information behavior model,a conceptual model has been constructed with community identity as a mediating variable to study the influence path of information quality on consumers’behavioral intention under the cognitive and affective dimensions.The results show that when the cognitive and affective attributes of information quality are taken into account,the quality of information publisher,the quality of information content and the quality of information utility all have significant varying positive effects on consumers’behavioral intention,among which the quality of information utility has the most prominent effect.Community identity has a partial mediating effect between information quality and consumer behavioral intention,and its mediating effect between information publisher quality and consumer behavioral intention is the most obvious.