摘要
根据215组微信朋友群组成员的数据进行的实证研究表明,朋友群组成员对其所处群组的社交氛围的感知可以影响他们的价值感知,从而最终影响他们的集体行动。突出了自发性的邻近社交网络的重要性,说明了社交氛围可以通过情感的渠道影响朋友群组成员的购买行为。
Empirical data collected from 215 group members within a WeChat friendship group shows that social climate significantly affects group members＇ we-intention to purchase together.Friendship group members＇ perception of social climate can influence their value perceptions and then impact on group members＇ purchase intention.This study highlights the importance of proximal social network in voluntary settings,illustrating that social climate influences friendship group members＇ purchase behavior through affective channels rather than cognitive channels.
出处
《管理学报》
CSSCI
北大核心
2016年第9期1392-1399,共8页
Chinese Journal of Management
基金
国家自然科学基金资助项目(71332001)
中央高校基本科研业务费资助项目(2014AA043)
