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首页> 外文会议>Annual Hawaii International Conference on System Sciences >Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence
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Exploring Social Influence on Customer Engagement: A Pilot Study on the Effects of Social Learning, Social Comparison, and Normative Influence

机译：探索社会对顾客参与的影响：关于社会学习，社会比较和规范影响的初步研究

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Contemporary socio-technical environments hold a great potential to drive a positive influence on the behaviors and attitudes of individuals. Drawing upon social cognitive theory (SCT) and the theory of planned behavior (TPB), this paper explores how and to what extent persuasive social influence features (namely, social learning (SL), social comparison (SC), and normative influence (NI)) alter customer behavior toward engagement in feedback sharing. A theory-driven research model was composed and then analyzed using partial least squares structural equation modeling (PLS-SEM). Based on a pilot experimental study involving 69 Twitter users, the authors indicate that behavioral intention (BI) to engage in feedback sharing is partially explained by the perceived persuasiveness (PP) of a system, which is partly explained by means of NI, which in turn is partly explained by means of SC. On top of that, SL plays an important role in explaining and influencing all of the abovementioned constructs.
机译：当代的社会技术环境具有巨大的潜力，可以对个人的行为和态度产生积极的影响。本文利用社会认知理论（SCT）和计划行为理论（TPB），探讨了有说服力的社会影响特征（即社会学习（SL），社会比较（SC）和规范影响（NI））的方式和程度））改变客户的行为，使其参与反馈共享。建立了理论驱动的研究模型，然后使用偏最小二乘结构方程模型（PLS-SEM）进行了分析。根据一项涉及69个Twitter用户的试验性试验研究，作者指出，参与反馈共享的行为意图（BI）可以部分由系统的感知说服力（PP）来解释，而这部分由NI来解释。转折通过SC进行了部分解释。最重要的是，SL在解释和影响所有上述构造中起着重要作用。

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