朋友圈社交行为对购买意愿的影响研究:认同与内化的中介作用及性别的调节作用

Influence of Friends' Social Interaction on Their Purchase Intention: The Mediating Role of Identification and Internalization and the Moderating Role of Gender

朋友圈社交行为对消费者购买意愿的影响机理是有效实现社交商务活动的重要前提。基于修订的社会影响理论构建了社交行为对购买意愿影响的理论模型,系统地研究了朋友圈情景下社交行为对购买意愿影响的作用机理。通过对微信朋友圈的问卷调查发现:认同机制与内化机制在朋友圈社交行为对购买意愿的关系中起到了完全中介作用;以性别为调节变量验证了女性人群中认同机制和内化机制发挥着中介作用,而男性人群中内化机制不具有中介效应,且性别在内化对认同的影响关系中具有调节效应。研究结论有助于社交商务平台有针对性的设计交互功能促进商务活动,有助于商家选择合适的营销策略提高收益。

The mechanism of how friends’ social interaction influences their purchase intention is an important prerequisite for effective social business activities. Based on the revised social influence theory,a theoretical model regarding the influence of social interaction on the purchase intention is constructed,and the mechanism of the influence of social interaction on purchase intention in friendship group context is systematically studied. Through a questionnaire survey of Wechat moments,this paper finds that identification and internalization play absolute mediating roles in the relationship between social interaction and purchase intention. And this paper verifies the moderating effect of gender,which shows that identification and internalization play a completely mediating role among women,in contrast,the internalization mechanism does not work among men. And gender also has a moderating effect in the relationship between the identification and internalization. Our findings can help social commerce platforms develop tailor-made interactive functions to promote commercial activities,and companies can also apply our findings to strengthen their marketing strategies.