The influence of user interaction and participation in social media on the consumption intention of niche products
The influence of user interaction and participation in social media on the consumption intention of niche products
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DOI：
10.1016/j.im.2013.07.001
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发表时间：
2013-12
期刊：
影响因子：
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通讯作者：
C. Phang;Cheng Zhang;Juliana Sutanto
中科院分区：
文献类型：
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作者：
C. Phang;Cheng Zhang;Juliana Sutanto
社交媒体可能特别擅长推广利基产品，因为消费者倾向于参与生成评论和讨论此类产品，从而提高对它们的兴趣。在这项研究中，我们探讨了用户互动模式在讨论利基文化产品可能会影响参与水平，这反过来又提高消费意愿。我们发现，更高水平的参与确实可以提高消费意愿。此外，高包容性和中介中心化的互动模式可以提高参与水平，而外度中心化和核心-外围则会产生不利影响。研究和实践的影响进行了讨论。
Social media may be particularly adept at promoting niche products because of the tendency of consumers to participate in generating reviews and discussing such products, thereby raising interest in them. In this study, we investigate how patterns of user interaction in discussing a niche cultural product may influence participation levels, which in turn enhance consumption intentions. We show that higher levels of participation can indeed enhance consumption intention. Furthermore, interaction patterns with high inclusiveness and betweenness centralization may enhance participation levels, whereas out-degree centralization and core-periphery have a detrimental influence. Implications for research and practice are discussed.