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微信公众号是企业开展品牌形象推广、产品或服务展示、用户沟通互动等营销活动的重要移动互联平台。借鉴计算机媒介沟通理论和感知价值理论,并基于对310位样本用户的问卷调查和结构方程模型分析,研究发现:(1)企业微信公众号推送内容的互动性、生动性和利益性对用户持续使用意愿均有显著正向影响;(2)感知情感和信息价值在内容互动性、生动性与用户持续使用意愿关系中起完全中介作用,在内容利益性与用户持续使用意愿关系中起部分中介作用;(3)认知需求正向调节内容互动性、利益性与用户感知价值的关系,负向调节内容生动性与用户感知价值的关系。
Abstract：The WeChat public account is an important mobile Internet platform for enterprises to carry out marketing activities,such as brand image promotion,product or service display,communication and interaction with users. Based on the computer-mediated communication theory and the perceived value theory,this study conducts a questionnaire survey of 310 samples and uses structural equation modeling. The results reveal that interactivity,vitality and usefulness all have significant positive effects on users' continuance intention. Emotion value and information value both play complete mediation effects between interactivity,vitality and users' continuance intention. Meanwhile,emotion value and information value have mediator effect between usefulness and users' continuance intention. Moreover,cognitive need positively moderates the correlation between interactivity,usefulness and perceived value,and negatively moderates the correlation between vitality and perceived value.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2017.08.007
中图分类号:F49;F713.55
引用信息:
[1]范钧.微信公众号推送内容特性对用户持续使用意愿的影响[J].商业经济与管理,2017,No.310(08):69-78.DOI:10.14134/j.cnki.cn33-1336/f.2017.08.007.
基金信息:
国家社会科学基金项目“知识共创视角下的顾客在线参与新服务开发研究”(14BGL197);; 浙江省自然科学基金项目“顾客在线参与服务创新氛围及其对顾客创造力的影响研究”(LY15G020004)
2017-08-15
2017-08-15