摘要
基于信息采纳模型,探索产品创新扩散过程中社会化问答的内容倾向、内容质量、来源可信度等特征对用户购买意愿的影响机制。采用行为实验法,将知乎社区中的折叠屏手机相关问答内容作为实验材料。研究发现,社会化问答内容主要通过中枢路径而非边缘路径影响用户购买意愿;积极倾向的内容能够降低用户对产品创新的感知风险,进而提高用户购买意愿;相比于内容质量较低的情况,在内容质量较高时,内容倾向对用户购买意愿的影响程度更高,但来源可信度的调节效应未得到支持;此外,产品创新扩散中还具有消费者否定倾向。
Based on the information adoption model,this paper explores the influence mechanism underlying the impacts of social Q&A content characteristics,such as content valence,content quality,and source credibility on users’purchase intention during the process of product innovation diffusion.Employing the method of behavioral experimentation,the study utilizes the Q&A content related to foldable screen smartphones from the Zhihu community as experimental material.It is found that the social Q&A content mainly affects users’purchase intention through the central route rather than the peripheral route.Specifically,the positive content reduces users’perceived risk of product innovations and then improves users’purchase intention.Compared with the low content quality condition,when the content quality is higher,the effect of content valence on users’purchase intention is more substantial.However,the moderation effect of source credibility was not supported.In addition,the study also reveals a consumer negation tendency in the diffusion of product innovation.
作者
温德成
李秀琳
陈晓
WEN Decheng;LI Xiulin;CHEN Xiao(Shandong University,Jinan,China)
出处
《管理学报》
北大核心
2025年第2期336-344,共9页
Chinese Journal of Management
基金
国家自然科学基金资助项目(72072104,72402042)
中国博士后科学基金资助项目(2021M700793)。
关键词
社会化问答社区
产品创新
内容特征
信息采纳模型
购买意愿
social Q&A community
product innovation
content characteristics
information adoption model
purchase intention
