All Title Author
Keywords Abstract

Publish in OALib Journal
ISSN: 2333-9721
APC: Only $99

ViewsDownloads

Relative Articles

More...

转发还是私藏?身份认同对分享意愿的影响
Forward or Keep It Private? The Impact of Identity on Willingness to Share

DOI: 10.12677/MOM.2024.141002, PP. 9-23

Keywords: 产品信息,身份认同,自我呈现,感知社会成本,分享意愿
Product Information
, Identity, Self-Presentation, Perceived Social Costs, Willingness to Share

Full-Text   Cite this paper   Add to My Lib

Abstract:

在社交媒体发布与身份相关联的产品信息,可以传递身份信号。身份是个人社会形象的基础,有助于创造和维持用户的自我概念。一方面,消费者会出于身份认同而对产品信息进行分享;另一方面,人们有着表露自己以获得认同并建立人际关系的欲望,而身份认同可以激发这种自我呈现动机,从而提高消费者对产品的分享意愿。反之,不当推荐可能会增加消费者的感知社会成本,从而使消费者具有较低的分享意愿。在对国内外相关文献进行梳理的基础上,本文以身份认同为自变量,以消费者分享意愿为因变量,以自我呈现和感知社会成本为中介变量,构建身份认同对消费者分享意愿的理论模型。根据理论模型和实验验证的相关成果,为社交媒体中企业的产品信息设计和策略选择提供了一定的启示。
Publishing product information related to identity on social media can convey identity signals. Identity is the foundation of an individual’s social image and helps to create and maintain users’ self-concept. On the one hand, consumers will share product information out of identity recognition; on the other hand, people have a desire to express themselves in order to gain recognition and establish interpersonal relationships, and identity can stimulate this self presentation motivation, thereby increasing consumers’ willingness to share products. On the contrary, inappropriate recommendations may increase consumers’ perceived social costs, resulting in lower willingness to share. Based on a review of relevant literature both domestically and internationally, this article constructs a theoretical model of the relationship between identity and consumer willingness to share, with identity as the independent variable, consumer willingness to share as the dependent variable, and self presentation and perceived social costs as mediating variables. Based on the theoretical model and experimental verification of relevant results, it provides certain insights for the product information design and strategy selection of enterprises in social media.

References

[1]  刘追, 张媛媛. 团队情境下电子领导力对工作重塑的影响研究——基于社会交换理论和组织变革理论[J]. 领导科学, 2021(22): 92-96.
https://doi.org/10.19572/j.cnki.ldkx.2021.22.038
[2]  侯佳欣. 基于使用与满足理论探析短视频流行[J]. 中国报业, 2022(18): 28-29.
https://doi.org/10.13854/j.cnki.cni.2022.18.005
[3]  闫丁. 社会认同理论及研究现状[J]. 心理技术与应用, 2016, 4(9): 549-560+573.
https://doi.org/10.16842/j.cnki.issn2095-5588.2016.09.005
[4]  Bergh, R., Akrami, N. and Ekehammar, B. ( 2012) The Compatibility of Personality and Social Identity Processes: The Effect of Gender Identity on Neuroticism. European Journal of Personality, 26, 175-181.
https://doi.org/10.1002/per.851
[5]  Asur, S. and Huberman, B.A. (2010) Predicting the Future with Social Media. Proceedings of the 2010 IEEE/WIC/ACM International Conference on Web Intelligence and Intelligent Agent Technology, Toronto, 31 August 2010 - 3 September 2010, 492-499.
https://doi.org/10.1109/WI-IAT.2010.63
[6]  Tajfel, H. and Turner, J. (1986) The Social Identity Theory of Intergroup Behavior. In: Worchel, S. and Austin, W., Eds., Psychology of Intergroup Relations, Nelson-Hall, Bracknell.
[7]  Tajel, H. (1978) Differentiation between Social Groups: Studies in the Social Psychology of Inter-group Relations. Academic Press, London.
[8]  Samia, C., Bernie, W. and Bob, H. (2007) Interlevel Influences on the Reconstruction of Professional Role Identity. Academy of Management Journal, 50, 1515-1539.
https://doi.org/10.5465/amj.2007.28226248
[9]  George, B. (2010) The Influence of Religious Personal Identity on the Relationships among Religious Dissimilarity, Value Dissimilarity, and Job Satisfaction. Social Justice Research, 23, 60-76.
https://doi.org/10.1007/s11211-010-0109-0
[10]  李璐璐. 社会规范对居民低碳消费行为的影响机制研究——基于社会认同视角[J]. 商业经济研究, 2022(12): 69-72.
[11]  Phinney, S. (1989) Stages of Ethnic Identity De-velopment in Minority Group Adolescents. Journal of Early Adolescence, 9, 34-49.
https://doi.org/10.1177/0272431689091004
[12]  万木春, 崔瑶, 朱磊. 从传播意愿到传播行为: 中国科技品牌在东盟民众中的口碑传播形成机制与路径[J]. 中国软科学, 2022(S1): 252-271.
[13]  Carpenter, C.J. (2012) Narcissism on Facebook: Self-Promotional and Anti-Social Behavior. Personality and Individual Differences, 52, 482-486.
https://doi.org/10.1016/j.paid.2011.11.011
[14]  Cheung, G.W. and Lau, R.S. (2008) Testing Medi-ation and Suppression Effects of Latent Variables—Bootstrapping with Structural Equation Models. Organizational Research Methods, 11, 296-325.
https://doi.org/10.1177/1094428107300343
[15]  Gil-Or, O., Levi-Belz, Y. and Turel, O. (2015) The “Face-book-Self”: Characteristics and Psychological Predictors of False Self-Presentation on Facebook. Frontiers in Psychology, 6, 1-11.
https://doi.org/10.3389/fpsyg.2015.00099
[16]  Johnson, B.K. and Ranzini, G. (2018) Click here to Look Clever: Self-Presentation via Selective Sharing of Music and Film on Social Media. Computers in Human Behavior, 82, 148-158.
https://doi.org/10.1016/j.chb.2018.01.008
[17]  Muraven, M. and Baumeister, R.F. (2000) Self-Regulation and Depletion of Limited Resources: Does Self-Control Resemble a Muscle? Psycho-logical Bulletin, 126, 247-259.
https://doi.org/10.1037//0033-2909.126.2.247
[18]  Aquino, K. and Reed, N.A. (2002) The Self-Importance of Moral Identity. Journal of Personality and Social Psychology, 83, 1423-1440.
https://doi.org/10.1037/0022-3514.83.6.1423
[19]  Reed, A., Forehand, M.R., Puntoni, S. and Luk, W. (2012) Identity-Based Consumer Behavior. International Journal of Research in Marketing, 29, 310-321.
https://doi.org/10.1016/j.ijresmar.2012.08.002
[20]  Escalas, J.E. and Bettman, J.R. (2005) Self-Construal, Reference Groups, and Brand Meaning. The Journal of Consumer Research, 32, 378-389.
https://doi.org/10.1086/497549

Full-Text

comments powered by Disqus

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133

WeChat 1538708413