| 浏览者感知发帖者类社会互动关系研究 |
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| 引用本文： | 包敦安,董大海,孟祥华.浏览者感知发帖者类社会互动关系研究[J].管理学报,2011,8(7):1010-1020. |
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| 作者姓名： | 包敦安 董大海 孟祥华 |
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| 作者单位： | 鲁东大学商学院;大连理工大学管理学院; |
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| 基金项目： | 国家自然科学基金资助重点项目(7053200); 鲁东大学科研基金资助项目 |
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| 摘 要： | 对虚拟社区环境下的浏览者与发帖者之间的类社会互动关系进行了实证研究。结果表明,发帖者信息特征方面的因素与发帖者自身特征方面的部分因素会对浏览者感知发帖者类社会互动关系强度产生影响:发帖者信息特征方面的因素对浏览者感知发帖者类社会互动关系强度的影响高于发帖者自身特征方面因素的影响;浏览者感知发帖者的类社会互动关系越强,越倾向于购买发帖者所推荐的产品、感知社区的忠诚度越高;浏览者的依恋形式对浏览者感知发帖者类社会互动关系起到正向调节作用。
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| 关 键 词： | 类社会互动 依恋 关系营销 社区忠诚 信息详尽度 |
Parasocial Interaction between Browser and Poster in Virtual Communities:An Empirical Study on dianping.com |
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| BAO Dunan,DONG Dahai,MENG Xianghua.Parasocial Interaction between Browser and Poster in Virtual Communities:An Empirical Study on dianping.com[J].Chinese JOurnal of Management,2011,8(7):1010-1020. |
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| Authors: | BAO Dunan DONG Dahai MENG Xianghua |
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| Institution: | BAO Dunan1 DONG Dahai2 MENG Xianghua3(1.Ludong University,Yantai,Shangdong,China,2.Dalian University of Technology,Dalian,LiaoNing,China) |
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| Abstract: | The goal of this research is to probe the mechanism of the parasocial interaction relationship between browser and poster in virtual communities.The results indicate that: i) elements from information aspect have greater effects on browser' perceived parasocial interaction relationship of poster than elements from aspect of poster's character;ii) as browser perceived parasocial interaction relationship of poster stronger,they generate buying intentions more intensively and show more loyalty to the virtual c... |
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| Keywords: | parasocial interaction attachment style relationship marketing loyalty to virtual community information comprehensiveness |
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