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首页> 外文期刊>Computers in Human Behavior >Exploring factors-of user's peer-influence behavior in social media on purchase intention: Evidence from QQ
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Exploring factors-of user's peer-influence behavior in social media on purchase intention: Evidence from QQ

机译：社交媒体中购买意愿对用户同伴影响行为的影响因素研究：来自QQ的证据

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摘要

How to leverage the interactions and peer-influences among online friends to motivate users' purchase willingness and improve marketing performance has been a hot research issue in human behavior based on social media. In our research, we extracted the dataset of users' purchasing membership services on QQ, the biggest online instant message system in China, to explore the main factors of user's peer influence behavior on promoting purchase in social media. Through a series of-elaborate experiments, we obtained some valuable results. First, though the high-degree users who have a lot of online friends will influence more followers to purchase the services, the proportion of friends involved in the purchase is actually comparatively lower than some low-degree users. At the same time, the "neighbor-press effect" induced from a user's connected friends having purchased will bring obvious positive impact on promoting this user's purchase willingness. Finally, the length of most purchase chains (about 80%) is within two nodes, which verifies that the purchase diffusion-is more confined in the small-scale "circle of friends". Our results indicate that peer-influence purchase is less likely to be due to the influence of higher degree users but is more related to the number of prior adoptions (predecessors) in the user's social neighborhood. The achievements of this study will provide deep technical supports for strategic planning and implementation in the social marketing practice. (C) 2016 Elsevier Ltd. All rights reserved.
机译：如何利用在线朋友之间的互动和同伴影响来激发用户的购买意愿并提高营销绩效已成为基于社交媒体的人类行为研究的热点。在我们的研究中，我们提取了中国最大的在线即时消息系统QQ上的用户购买会员服务数据集，以探讨用户在社交媒体上促进购买的同伴影响行为的主要因素。通过一系列精心设计的实验，我们获得了一些有价值的结果。首先，尽管拥有很多在线朋友的高级用户会影响更多的关注者购买服务，但实际上，参与购买的朋友比例要比一些低级用户低。同时，由用户的已购买的联系朋友引起的“邻居按下效果”将对促进该用户的购买意愿带来明显的积极影响。最后，大多数购买链的长度（约80％）在两个节点之内，这证明了购买扩散更局限在小规模的“朋友圈”中。我们的结果表明，具有同等影响力的购买不太可能是由于拥有较高学位的用户的影响，而与用户的社交社区中的先前采用者（前辈）的数量更多相关。这项研究的成果将为社会营销实践中的战略规划和实施提供深层次的技术支持。 （C）2016 Elsevier Ltd.保留所有权利。

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  • 来源
    《Computers in Human Behavior》 |2016年第10期|980-987|共8页
  • 作者

    Zhu Zhiguo; Wang Jianwei; Wang Xiening; Wan Xiaoji;

  • 作者单位

    Dalian Univ Technol, Fac Econ & Management, Dalian 116023, Peoples R China|Dongbei Univ Finance & Econ, Sch Management Sci & Engn, 217 JianShan St, Dalian 116025, Peoples R China;

    Northeastern Univ, Sch Business Adm, Shenyang 110819, Peoples R China;

    Dongbei Univ Finance & Econ, Sch Management Sci & Engn, 217 JianShan St, Dalian 116025, Peoples R China;

    Huaqiao Univ, Coll Business Adm, Quanzhou 362021, Peoples R China;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Social media; Social marketing; Peer-influence behavior; Purchase intention;

    机译：社交媒体;社会营销;同伴影响行为;购买意向;

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