社交媒体阅读推广中意见领袖对用户参与意愿的影响

The Influence of Opinion Leaders on Users’Willingness to Participate in Social Media Reading Promotion

从意见领袖影响力来源出发,探讨其在社交媒体阅读推广中对用户参与意愿的影响,可为提升数字阅读推广服务效益提供参考建议。文章以TAM及其扩展模型、信任理论、传播理论、社会网络理论为基础,结合社交媒体阅读推广活动中意见领袖的特征,构建意见领袖对数字阅读推广用户参与意愿的影响模型以及相关测评量表,采用问卷调查和结构方程模型等方法进行实证研究。研究结果表明:意见领袖在社交媒体开展的阅读推广服务中,推广媒介功能不会对用户的感知有用性产生显著影响,推广内容质量、推广人特征分别对感知有用性、信任产生直接正向的显著影响,而感知有用性直接正向影响用户参与意愿,信任直接或通过感知有用性间接影响用户参与意愿;在意见领袖影响力来源中,推广内容质量对参与意愿影响最大,推广人特征中的社会特征相较于关系强度对用户信任产生的正向影响更大。

From the perspective of opinion leaders’sources of influence,this paper discusses their influence on users’willingness to participate in social media reading promotion,which can provide references and suggestions for improving digital reading promotion services.Based on TAM and its extended model,trust theory,social network theory,communication theory,and the characteristics of opinion leaders in social media reading promotion activities,the authors develop a model to examine opinion leaders’influence on users’willingness to participate in digital reading promotion and the relevant evaluation scales,and conduct an empirical study by means of questionnaire survey and structural equation model.The results show that in the reading promotion services,the promotion medium function does not significantly affect users’perceived usefulness,while content quality and promoter’s characteristics respectively have a direct and positive effect on perceived usefulness and trust;perceived usefulness directly and positively influences users’willingness to participate,and trust directly or through perceived usefulness affects users’willingness to participate;among opinion leader’s sources of influence,content quality has the greatest effect on willingness to participate,and the social characteristics of promoter have a greater positive effect on user trust than relationship strength.