企业社会化媒体信息效用影响因素研究--一个有调节的中介模型

Influencing Factors of Enterprise Social Media Information Utility:A Moderated Mediation Model

【目的/意义】企业社会化媒体已成为企业与消费者沟通的重要渠道,满足消费者信息需求并提高其信息效用可以助力企业发展,因此探究企业社会化媒体信息效用的影响因素具有重要意义。【方法/过程】文章选取企业社会化媒体资深用户为研究对象,运用访谈和扎根理论方法,分析企业社会化媒体信息效用的影响因素;并结合信息生态理论构建理论模型,运用结构方程模型、Bootstrap法等进行假设验证。【结果/结论】研究发现:①信息内容质量、社会影响、积极情绪体验正向影响信息效用;②社会影响、积极情绪体验在信息内容质量对信息效用的影响关系之间起部分中介作用;③信息素养分别正向调节信息内容质量、社会影响与信息效用之间的关系。【创新/局限】从信息生态理论的角度揭示了企业社会化媒体信息效用影响因素的相互关系,拓展了信息效用的研究情景。未来研究可拓展研究群体提升研究结论的外在效度,提高数据科学性和代表性。

[Purpose/significance]Corporate social media has become an important communication channel between enterprises and consumers.Meeting consumers'information needs and improving their information utility can help enterprises develop.Therefore,it is of great significance to explore the factors affecting the information utility of corporate social media.[Method/process]This paper se-lects senior users of corporate social media as the research object,and uses interviews and grounded theory methods to analyze the fac-tors that influence the effectiveness of acquiring corporate social media information.The theoretical model was constructed from the in-formation ecology theory,and the hypothesis was verified by structural equation model and Bootstrap method.[Result/conclusion]The findings are as follows:Information content quality,social influence and positive emotional experience positively affect information effectiveness;②Social influence and positive emotional experience play a partial mediating role in the relationship between informa-tion content quality and information utility;③Information literacy positively regulates the relationships among information content quality,social impact and information utility respectively.[Innovation/limitation]From the Angle of information ecology theory,this paper reveals the relationship between the influencing factors of enterprise social media information utility,and expands the research scenario of information utility.Future research can expand the research group to improve the external validity of the research conclu-sions,and improve the scientific and representative data.