摘要
随着平台经济的发展,私域流量的传播和营销价值显得尤为重要。本研究采用访谈和调查方法,探究私域流量信息共享水平(高vs.低)对平台商家电子口碑的影响机制。研究发现高私域流量信息共享水平正向影响平台商家电子口碑,且该影响受到共同意义空间的社交联系中介。还发现上述间接效应受到消费者信息隐私担忧的负向调节影响,具体说来,高信息隐私担忧减弱私域流量信息共享通过共同意义空间的社交联系影响平台商家电子口碑的关系,相反,低信息隐私担忧增强了这一影响关系。此外,本文还发现私域流量信息共享对消费者的购买意愿有积极溢出影响。本研究结论为提高平台商家电子口碑提供新的策略,为私域流量转化提供实现路径,对平台管理和流量经济发展有一定的理论和实践价值。
With the development of the platform economy,the communication and marketing value of private domain flow is particularly important.This study uses interviews and surveys to explore the mechanisms by which the level of private domain flow information sharing(high vs.low)affects platform merchants'electronic word-of-mouth(ewOM).It is found that high private domain flow information sharing level positively affects platform merchants'e-WOM,and the effect is mediated by social connections in the common meaning space.It is also found that the above indirect effect is negatively moderated by consumers'information privacy concerns,specifically,high information privacy concerns attenuate the relationship between private domain flow information sharing and platform merchants'IWOM through social connections in the common meaning space,while on the contrary,low information privacy concerns enhance the impact of this relationship.Additionally,this paper also found that private domain flow information sharing has a positive spillover effect on consumers'purchase intentions.The conclusions of this study provide new strategies to improve platform merchants'e-WOM,provide realization paths for private domain flow transformation,and have theoretical and practical value for platform management and traffic economy development.
作者
范晓明
林力文
FAN Xiaoming;LIN Liwen(School of Management,Zhejiang University of Finance and Economics;College of Economics,Fudan University)
出处
《国际新闻界》
CSSCI
北大核心
2024年第2期97-119,共23页
Chinese Journal of Journalism & Communication
基金
浙江省自然科学基金青年项目(项目编号:LQ24G030005)
中国博士后科学基金资助项目(项目编号:2022M710809)的研究成果。
关键词
私域流量
平台
共同意义空间
电子口碑
信息隐私担忧
private domain flow
platform
space of common meaning
electronic word of mouth
informationprivacyconcerns
