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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

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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.


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