网络结构对消费者在线社群融入的影响

商业研究

网络结构对消费者在线社群融入的影响

张晓丹，龚艳萍，董艳惠

（中南大学商学院，长沙 410083）

收稿日期:2018-03-13 出版日期:2018-08-10
作者简介:张晓丹（1985-），女，河北任丘人，中南大学商学院博士研究生，研究方向：管理心理与行为科学、网络营销；龚艳萍（1963-），女，长沙人，中南大学商学院教授，博士生导师，管理学博士，研究方向：网络营销、管理心理与行为科学；董艳惠（1992-），女，河南许昌人，中南大学商学院硕士研究生，研究方向：网络营销。
基金资助:
国家自然科学基金项目，项目编号：71272066，71672195。

Received:2018-03-13 Online:2018-08-10

摘要/Abstract

摘要： 基于社会网络理论，本文以中国市场具有代表性的网络社群为对象，从网络结构视角构建网络社群结构特征对消费者社群融入作用的模型，通过多渠道调查，验证网络社群结构特征对消费者社群融入的影响。研究发现，网络社群结构对社群融入有显著的影响，与桥接型网络结构相比，结合型网络结构中社群成员融入更高，社会距离在网络结构对消费者社群融入中起中介作用。此外，社会影响类型能够起到调节社会距离的中介作用，即当网络中的社会影响是信息性（规范性）影响时，桥接型（结合型）网络社群成员感知到社会距离更近，进而有更高的社群融入。

关键词: 结合型网络, 桥接型网络, 社会距离, 社会影响, 社群融入

张晓丹，龚艳萍，董艳惠. 网络结构对消费者在线社群融入的影响[J]. 商业研究.

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