Nội dung được dịch bởi AI, chỉ mang tính chất tham khảo
Những yếu tố thúc đẩy và hệ quả của các tương tác xã hội trong cộng đồng được tài trợ bởi doanh nghiệp: một góc nhìn từ mạng xã hội
Electronic Commerce Research - Trang 1-29 - 2022
Tóm tắt
Cộng đồng thương hiệu trực tuyến do doanh nghiệp tài trợ phát triển mạnh mẽ nhờ vào những tương tác tạo giá trị gia tăng. Tuy nhiên, các nghiên cứu hiện có thường bỏ qua lý do của việc tương tác xã hội. Sự hiểu biết đầy đủ về các yếu tố thúc đẩy các tương tác xã hội và cuối cùng ảnh hưởng đến kết quả của cộng đồng vẫn còn thiếu. Nghiên cứu của chúng tôi xem xét cách mà các tương tác xã hội diễn ra và ảnh hưởng đến hành vi mua sắm của người tiêu dùng từ góc độ mạng xã hội, dựa trên các lý thuyết về hành vi có kế hoạch và sự tương đồng. Các mô hình đồ thị ngẫu nhiên mũ ích (ERG) của chúng tôi cho thấy rằng các đặc điểm riêng biệt của người tiêu dùng (ví dụ, xu hướng săn tìm khuyến mãi) và sự tương đồng về thời gian làm việc, địa điểm và xu hướng săn tìm khuyến mãi đều thúc đẩy tích cực các tương tác xã hội, trong khi sự tương đồng về tuổi tác và xu hướng thích sản phẩm cao cấp thì không. Các hồi quy bình phương nhỏ nhất hai giai đoạn (2SLS) của chúng tôi cho thấy rằng các tương tác xã hội giữa những người tiêu dùng cùng địa điểm có ảnh hưởng mạnh mẽ đến hành vi mua sắm. Nghiên cứu của chúng tôi đóng góp vào tài liệu về tương tác xã hội bằng cách nhấn mạnh loại hình các tương tác xã hội cũng như các yếu tố trước đó và hệ quả với nhiều mục đích của người tiêu dùng. Những phát hiện của chúng tôi mở ra một hướng nghiên cứu mới và các ứng dụng kinh doanh mới trong quản lý cộng đồng do doanh nghiệp tài trợ.
Từ khóa
#tương tác xã hội #hành vi mua sắm #cộng đồng thương hiệu #mạng xã hội #lý thuyết hành vi có kế hoạchTài liệu tham khảo
Dewan, S., Ho, Y. J., Ian, & Ramaprasad, J. (2017). Popularity or Proximity: Characterizing the Nature of Social Influence in an Online Music Community. Information Systems Research, 28(1), 117–136. https://doi.org/10.1287/isre.2016.0654
Qiu, L., Tang, Q., & Whinston, A. B. (2015). Two Formulas for Success in Social Media: Learning and Network Effects. Journal of Management Information Systems, 32(4), 78–108. https://doi.org/10.1080/07421222.2015.1138368
Bock, G. W., Ahuja, M., Suh, A., & Yap, L. (2015). Sustainability of a Virtual Community: Integrating Individual and Structural Dynamics. Journal of the Association for Information Systems, 16(6), https://doi.org/10.17705/1jais.00400
Rishika, R., & Ramaprasad, J. (2019). The Effects of Asymmetric Social Ties, Structural Embeddedness, and Tie Strength on Online Content Contribution Behavior. Management Science, 65(7), 3398–3422. https://doi.org/10.1287/mnsc.2018.3087
Rishika, R., Kumar, A., Janakiraman, R., & Bezawada, R. (2013). The Effect of Customers’ Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation. Information Systems Research, 24(1), 108–127. https://doi.org/10.1287/isre.1120.0460
Xu, J. J., & Chau, M. (2018). Cheap Talk? The Impact of Lender-Borrower Communication on Peer-to-Peer Lending Outcomes. Journal of Management Information Systems, 35(1), 53–85. https://doi.org/10.1080/07421222.2018.1440776
Muniz, A. M. Jr., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412–432. https://doi.org/10.1086/319618
Manchanda, P., Packard, G., & Pattabhiramaiah, A. (2015). Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community. Marketing Science, 34(3), 367–387. https://doi.org/10.1287/mksc.2014.0890
Fiske, S. T., & Taylor, S. E. (1991). Social cognition, 2nd ed (pp. xviii, 717). New York, NY, England: Mcgraw-Hill Book Company
Brass, D. J., & Dongyu Chen. (2015). &. Friendships in Online Peer-to-Peer Lending: Pipes, Prisms, and Relational Herding. MIS Quarterly, 39(3), 729-A4. Retrieved from https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=108873997&site=ehost-live
Thies, F., Wessel, M., & Benlian, A. (2016). Effects of Social Interaction Dynamics on Platforms. Journal of Management Information Systems, 33(3), 843–873. https://doi.org/10.1080/07421222.2016.1243967
Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard business review, 87(4), 105–111
Porter, C. E., & Donthu, N. (2008). Cultivating trust and harvesting value in virtual communities. Management Science, 54(1), 113–128
Phang, C. W., Kankanhalli, A., & Sabherwal, R. (2009). Usability and Sociability in Online Communities: A Comparative Study of Knowledge Seeking and Contribution. Journal of the Association for Information Systems, 10(10), https://doi.org/10.17705/1jais.00210
Cranefield, J., Yoong, P., & Huff, S. (2015). Rethinking Lurking: Invisible Leading and Following in a Knowledge Transfer Ecosystem. Journal of the Association for Information Systems, 16(4), https://doi.org/10.17705/1jais.00394
Goh, J. M., Gao, G., & Agarwal, R. (2016). The Creation of Social Value: Can an Online Health Community Reduce Rural–Urban Health Disparities? MIS Quarterly, 40(1), 247–263. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=112750565&site=ehost-live
Faraj, S., & Johnson, S. L. (2011). Network Exchange Patterns in Online Communities. Organization Science, 22(6), 1464–1480. https://doi.org/10.1287/orsc.1100.0600
Cantor, N., & Kihlstrom, J. F. (Eds.). (2017). Personality, Cognition and Social Interaction. London: Routledge. https://doi.org/10.4324/9781315528816
Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2–20. https://doi.org/10.1002/dir.20082
Lewin, K. (1936). Principles of topological psychology (pp. xv, 238). New York, NY, US: McGraw-Hill. https://doi.org/10.1037/10019-000
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a Feather: Homophily in Social Networks. Annual Review of Sociology, 27(1), 415–444. https://doi.org/10.1146/annurev.soc.27.1.415
Shen, Y. C., Huang, C. Y., Chu, C. H., & Liao, H. C. (2010). Virtual Community Loyalty: An Interpersonal-Interaction Perspective. International Journal of Electronic Commerce, 15(1), 49–74. https://doi.org/10.2753/JEC1086-4415150102
Ren, Y., Harper, F. M., Drenner, S., Terveen, L., Kiesler, S., Riedl, J., & Kraut, R. E. (2012). Building Member Attachment in Online Communities: Applying Theories of Group Identity and Interpersonal Bonds. MIS Quarterly, 36(3), 841–864. https://doi.org/10.2307/41703483
Chiu, C. M., Fang, Y. H., & Wang, E. (2015). Building Community Citizenship Behaviors: The Relative Role of Attachment and Satisfaction. Journal of the Association for Information Systems, 16(11), https://doi.org/10.17705/1jais.00413
Wang, J. C., & Chiang, M. J. (2009). Social interaction and continuance intention in online auctions: A social capital perspective. Decision Support Systems, 47(4), 466–476. https://doi.org/10.1016/j.dss.2009.04.013
Gu, B., Konana, P., Raghunathan, R., & Chen, H. M. (2014). Research Note—The Allure of Homophily in Social Media: Evidence from Investor Responses on Virtual Communities. Information Systems Research, 25(3), 604–617. https://doi.org/10.1287/isre.2014.0531
Beck, R., Pahlke, I., & Seebach, C. (2014). Knowledge Exchange and Symbolic Action in Social Media-Enabled Electronic Networks of Practice: A Multilevel Perspective on Knowledge Seekers and Contributors. MIS Quarterly, 38(4), 1245–1270. Retrieved from https://www.jstor.org/stable/26627970
Vissa, B. (2011). A Matching Theory of Entrepreneurs’ Tie Formation Intentions and Initiation of Economic Exchange. Academy of Management Journal, 54(1), 137–158. https://doi.org/10.5465/amj.2011.59215084
Ng, C. S. P. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information & Management, 50(8), 609–620. https://doi.org/10.1016/j.im.2013.08.002
Chen, Y., Wang, Q., & Xie, J. (2011). Online Social Interactions: A Natural Experiment on Word of Mouth versus Observational Learning. Journal of Marketing Research, 48(2), 238–254. https://doi.org/10.1509/jmkr.48.2.238
Marketing Letters, 16(3), 415–428. https://doi.org/10.1007/s11002-005-5902-4
Ma, L., Krishnan, R., & Montgomery, A. L. (2015). Latent Homophily or Social Influence? An Empirical Analysis of Purchase Within a Social Network. Management Science, 61(2), 454–473. https://doi.org/10.1287/mnsc.2014.1928
Wu, J., Huang, L., Zhao, J. L., & Hua, Z. (2015). The deeper, the better? Effect of online brand community activity on customer purchase frequency. Information & Management, 52(7), 813–823. https://doi.org/10.1016/j.im.2015.06.001
Yang, R., & Che, T. (2020). Do social ties matter for purchase frequency? The role of buyers’ attitude towards social media marketing. Computers in Human Behavior, 110, 106376. https://doi.org/10.1016/j.chb.2020.106376
Steenkamp, J. B. E. M., & Maydeu-Olivares, A. (2015). Stability and Change in Consumer Traits: Evidence from a 12-Year Longitudinal Study, 2002–2013. Journal of Marketing Research, 52(3), 287–308. https://doi.org/10.1509/jmr.13.0592
Bawa, K., & Shoemaker, R. W. (1987). The Coupon-Prone Consumer: Some Findings Based on Purchase Behavior across Product Classes. Journal of Marketing, 51(4), 99–110. https://doi.org/10.1177/002224298705100409
Montgomery, D. B. (1971). Consumer Characteristics Associated with Dealing: An Empirical Example. Journal of Marketing Research, 8(1), 118–120. https://doi.org/10.1177/002224377100800121
DelVecchio, D. (2005). Deal-prone consumers’ response to promotion: The effects of relative and absolute promotion value. Psychology & Marketing, 22(5), 373–391. https://doi.org/10.1002/mar.20064
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective. MIS Quarterly, 31(1), 105–136. https://doi.org/10.2307/25148783
Choi, N., Chengalur-Smith, I., & Nevo, S. (2015). Loyalty, Ideology, and Identification: An Empirical Study of the Attitudes and Behaviors of Passive Users of Open Source Software. Journal of the Association for Information Systems, 16(8), https://doi.org/10.17705/1jais.00405
Huston, T. L., & Levinger, G. (1978). Interpersonal Attraction and Relationships. Annual Review of Psychology, 29(1), 115–156. https://doi.org/10.1146/annurev.ps.29.020178.000555
Friedkin, N. (1981). Review of Networks and Places: Social Relations in the Urban Setting. American Journal of Sociology, 87(3), 764–767. Retrieved from https://www.jstor.org/stable/2778958
Huang, Y., Shen, C., & Contractor, N. S. (2013). Distance matters: Exploring proximity and homophily in virtual world networks. Decision Support Systems, 55(4), 969–977. https://doi.org/10.1016/j.dss.2013.01.006
Kalnins, A., & Chung, W. (2006). Social Capital, Geography, and Survival: Gujarati Immigrant Entrepreneurs in the U.S. Lodging Industry. Management Science, 52(2), 233–247. https://doi.org/10.1287/mnsc.1050.0481
Kiang, M. Y., Raghu, T. S., & Shang, K. H. M. (2000). Marketing on the Internet — who can benefit from an online marketing approach? Decision Support Systems, 27(4), 383–393. https://doi.org/10.1016/S0167-9236(99)00062-7
Parks, M. R., & Adelman, M. B. (1983). Communication Networks and the Development of Romantic Relationships: An Expansion of Uncertainty Reduction Theory. Human Communication Research, 10(1), 55–79. https://doi.org/10.1111/j.1468-2958.1983.tb00004.x
Roloff, M. E., Miller, G. R., & Roloff, M. E. (1987). Interpersonal Processes: New Directions in Communication Research. Retrieved from https://www.scholars.northwestern.edu/en/publications/interpersonal-processes-new-directions-in-communication-research
Xu, J. (David), Benbasat, I., & Cenfetelli, R. (Eds.). (2011). The Effects of Service and Consumer Product Knowledge on Online Customer Loyalty. Journal of the Association for Information Systems, 12(11). https://doi.org/10.17705/1jais.00279
Forman, C., Ghose, A., & Wiesenfeld, B. (2008). Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets. Information Systems Research, 19(3), 291–313. https://doi.org/10.1287/isre.1080.0193
Agarwal, R., Animesh, A., & Prasad, K. (2009). Research note—Social interactions and the “digital divide”: Explaining variations in internet use. Information Systems Research, 20(2), 277–294
Choi, J., Hui, S. K., & Bell, D. R. (2010). Spatiotemporal analysis of imitation behavior across new buyers at an online grocery retailer. Journal of Marketing Research, 47(1), 75–89
Windeler, J., Maruping, L., Robert, L., & Riemenschneider, C. (2015). E-profiles, Conflict, and Shared Understanding in Distributed Teams. Journal of the Association for Information Systems, 16(7), https://doi.org/10.17705/1jais.00401
Nieminen, J. (1974). On the centrality in a graph. Scandinavian journal of psychology, 15(1), 332–336
Moody, J., & White, D. R. (2003). Structural Cohesion and Embeddedness: A Hierarchical Concept of Social Groups. American Sociological Review, 68(1), 103–127. https://doi.org/10.2307/3088904
Levinson, S. C. (2003). Language and mind: Let’s get the issues straight.Language in mind: Advances in the study of language and thought,25–46
Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content. Information Systems Research, 24(1), 88–107. https://doi.org/10.1287/isre.1120.0469
Robins, G., Snijders, T., Wang, P., Handcock, M., & Pattison, P. (2007). Recent developments in exponential random graph (p*) models for social networks. Social Networks, 29(2), 192–215. https://doi.org/10.1016/j.socnet.2006.08.003
Goodreau, S. M., Kitts, J. A., & Morris, M. (2009). Birds of a feather, or friend of a friend? using exponential random graph models to investigate adolescent social networks*. Demography, 46(1), 103–125. https://doi.org/10.1353/dem.0.0045
Lusher, D., Koskinen, J., & Robins, G. (2013). Exponential random graph models for social networks: Theory, methods, and applications (35 vol.). Cambridge University Press
Chau, M., & Xu, J. (2012). Business Intelligence in Blogs: Understanding Consumer Interactions and Communities. MIS Quarterly, 36(4), 1189–1216. https://doi.org/10.2307/41703504