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題名:基於感知價值理論的微信用戶瀏覽行為研究
書刊名:情報科學
作者:張新馬良王高山
出版日期:2017
卷期:2017(12)
頁次:136-141+146
主題關鍵詞:實用價值享樂價值信息來源可信度瀏覽意願Utilitarian valueHedonic valueInformation source credibilityBrowsing intention
原始連結:連回原系統網址new window
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【目的/意義】為微信公眾號運營商開展營銷提供有益借鑒。【方法/過程】基于顧客感知價值理論,以社交軟件微信為例,從用戶感知價值、信息來源可信度兩個方面探討影響用戶信任以及瀏覽意愿的因素。運用結構方程模型的方法對概念模型進行驗證。【結果/結論】研究結果表明:(1)對于用戶信任影響最大的是信息來源可信度,其次依次是實用價值和享樂價值;(2)用戶信任積極正向影響用戶瀏覽意愿;(3)信任在感知價值/用戶瀏覽意愿和信息來源可信度/用戶瀏覽意愿之間起部分中介作用。
【Purpose/significance】Based on the theory of customer value, and take the instant messaging software We Chatas an example, this paper studies influence factors of users’ browsing behavior of We Chat subscription from two aspects, in-cluding perceived value and information source credibility.【Method/process】The structural equation model is used to veri-fy the conceptual model.【Result/conclusion】The results show that:(1) source credibility has the greatest impact on user’strust, followed by utilitarian value and hedonic value;(2) user’s trust has positive influence on user’s browsing intention;(3) trust acts as a partial mediating role between perceived value/browsing intention and information source credibility/browsing intention. The conclusions of this paper can provide useful references for the marketing of We Chat subscriptionoperators.
期刊論文
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其他
1.企鵝智酷:2016年微信影響力報告,http://www.iyunying.org/news/49062.html。  延伸查詢new window
 
 
 
 
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