摘要
微信公众号作为新媒体运营的重要平台,其运营效果与采纳后用户的行为密切相关。基于微信公众号的社会化属性考虑,以关系型心理契约破裂和转换成本为理论基础,提出微信公众号采纳后用户退出-建言-忠诚-忽略(EVLN)行为的影响模型及研究假设。通过问卷调查获取样本,采用Smart PLS软件对模型及假设的合理性进行验证。结果显示:关系型心理契约破裂和转换成本均部分显著影响用户的EVLN行为;转换成本在关系型心理契约破裂和EVLN行为间的调节作用不显著。结合研究结果,给出四条运营建议,即:细致了解用户关注动机、合理设置消息推送频率、积极履行关系型心理契约及规范应用平台转换成本。
As an important platform for new media operation,the operation effect of WeChat official accounts is closely related to users'behaviors after adoption.Based on WeChat official accounts'social attributes,the paper puts forward the model and research hypotheses of users'Exit-Voice-Loyalty-Neglect(EVLN)behaviors by using the theories of relational psychological contract breach and switching cost.Experiments obtain data from the questionnaire and adopt Smart PLS software to testify the rationality of the model and hypotheses.Experimental results show that the relational psychological contract breach and the switching cost both have some significant effects on users'EVLN behaviors;the regulating effect of the switching cost on the relationship of the relational psychological contract breach and EVLN behaviors is not significant.Combined with research results,it makes four operational suggestions,including learning about the motivations of users accurately,setting the message push frequency reasonably,carrying out the relational psychological contract actively and standardize the switching cost of the platform.
出处
《企业经济》
CSSCI
北大核心
2018年第9期147-153,共7页
Enterprise Economy
基金
国家社会科学基金项目"网络信息治理视阈下社交网络不可信用户识别研究"(项目编号:17BTQ068)
中国博士后基金项目"贝叶斯网络在话题追踪及演化中的应用研究"(项目编号:2017M621078)
关键词
新媒体运营
微信公众号
EVLN行为
关系型心理契约破裂
转换成本
new media operation
WeChat official accounts
EVLN behaviors
relational psychological contract breach
switching cost
