Exploring factors of user's peer-influence behavior in social media on purchase intention
Exploring factors of user's peer-influence behavior in social media on purchase intention
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DOI：
10.1016/j.chb.2016.05.037
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发表时间：
2016-10
影响因子：
9.9
通讯作者：
Zhiguo Zhu;Jianwei Wang;XieNing Wang;Xiaoji Wan
中科院分区：
文献类型：
--
作者：
Zhiguo Zhu;Jianwei Wang;XieNing Wang;Xiaoji Wan
如何利用网络好友之间的互动和同侪影响来激发用户的购买意愿，提高营销绩效一直是基于社交媒体的人类行为学研究的热点问题。在我们的研究中，我们提取了用户在中国最大的在线即时通讯系统QQ上购买会员服务的数据集，以探索用户在社交媒体上的同伴影响行为对促进购买的主要因素。经过一系列精心的实验，我们获得了一些有价值的结果。首先，虽然拥有大量在线好友的高程度用户会影响更多的关注者购买服务，但参与购买的好友比例实际上比一些低程度用户要低。同时，用户有购买行为的好友所诱发的“邻居按压效应”会对用户的购买意愿产生明显的正向影响。最后，大多数购买链的长度（约80%）在两个节点内，这验证了购买扩散更多地局限于小规模的“朋友圈”。我们的研究结果表明，同侪影响购买不太可能是由于高学历用户的影响，而是与用户的社会邻居中先前采用（前任）的数量有关。本研究成果将为社会营销实践中的战略规划与实施提供深入的技术支持。
How to leverage the interactions and peer-influences among online friends to motivate users’ purchase willingness and improve marketing performance has been a hot research issue in human behavior based on social media. In our research, we extracted the dataset of users’ purchasing membership services on QQ, the biggest online instant message system in China, to explore the main factors of user’s peer-influence behavior on promoting purchase in social media. Through a series of elaborate experiments, we obtained some valuable results. First, though the high-degree users who have a lot of online friends will influence more followers to purchase the services, the proportion of friends involved in the purchase is actually comparatively lower than some low-degree users. At the same time, the “neighbor-press effect” induced from a user’s connected friends having purchased will bring obvious positive impact on promoting this user’s purchase willingness. Finally, the length of most purchase chains (about 80%) is within two nodes, which verifies that the purchase diffusion is more confined in the small-scale “circle of friends”. Our results indicate that peer-influence purchase is less likely to be due to the influence of higher degree users but is more related to the number of prior adoptions (predecessors) in the user’s social neighborhood. The achievements of this study will provide deep technical supports for strategic planning and implementation in the social marketing practice.