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- 2018
品牌微博如何吸引用户参与——基于双一致视角的实证研究
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Abstract:
试图探讨用户参与品牌微博的心理决策过程，提出了用户双一致性（即自我一致性和功能一致性）对品牌微博参与行为影响机制的研究模型。通过收集296份有效样本并进行实证分析，发现在自我一致性的过程中，自我和品牌的相似性、品牌独特性对品牌认同有显著的影响；在功能一致性的过程中，生动性、信息质量对感知诊断性具有显著影响。品牌认同和感知诊断性都显著影响用户的参与行为，且前者影响更大；对不同类型的用户（具有不同性别和微博使用频率），它们的影响大小有所不同。丰富了社会化电子商务下的消费者行为研究，研究结论有助于企业提高用户参与程度，更有效地发挥社会化媒体作用，建设品牌微博。
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