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[目的/意义]研究移动社交网络情境中用户与联系人关系、用户感知联系人行为如何影响用户对产品推荐信息反应意愿,并就研究结果提出管理对策。[方法/过程]通过手机微信平台收集的316份有效问卷,运用偏最小二乘回归法对数据进行分析。[结果/结论]结果表明:对联系人推荐的认知信任和情感信任正向影响用户对产品推荐信息反应意愿;亲密度和过去经历正向影响联系人推荐的认知信任和情感信任;过度发布行为负向影响联系人推荐的认知信任和情感信任。但是,相似性与对联系人推荐的认知信任和情感信任之间关系未获得支持。
[Purpose / Significance] To study the relationship between users and contacts in the context of mobile social networks, how users perceive how contact behaviors affect users’ willingness to respond to product recommendation information, and propose management strategies for the research results. Methods / Procedures 316 valid questionnaires collected by the mobile WeChat platform were analyzed using partial least-squares regression. [Results / Conclusions] The results show that cognitive trust and emotional trust on contact recommendation positively affect users’ willingness to respond to product recommendation information; intimacy and past experience positively influence cognitive trust and emotional trust of contact recommendation; Publish behavior negatively affects contact recommendation of cognitive trust and emotional trust. However, there is no support for the relationship between similarities and cognitive trust and affective trust recommended for contacts.