SNS用户活跃行为研究:集成承诺、社会支持、沉没成本和社会影响理论的观点

被引：56

作者：

陈爱辉 ^{[1
]}

鲁耀斌 ^{[2
]}

机构：

[1] 天津大学管理与经济学部

[2] 华中科技大学管理学院

来源：

南开管理评论 | 2014年 / 17卷 / 03期

基金：

国家自然科学基金重点项目;

关键词：

社交网络服务; 活跃行为; 承诺理论; 社会支持; 沉没成本; 社会影响;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

社交网络服务(SNS)用户的活跃行为对社交网站的成功以及社会化商务的发展都至关重要。本研究集成承诺理论、社会支持理论、沉没成本理论和社会影响理论,实证研究了决定用户总体活跃行为的心智模式以及影响这些心智模式的环境因素。通过对1239位人人网用户的数据收集和分析,模型结果显示,情感承诺和持续承诺是决定SNS用户总体活跃行为的主要心智模式,情感支持和信息支持构建情感承诺,声誉资本和关系资本构建持续承诺,社会规范和从众构建规范承诺。研究结果扩展了相关理论应用,丰富了SNS领域研究视角,并对业界有指导意义。

引用

页码：30 / 39

页数：10

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