【摘要】 在移动社交时代,微信等移动社交媒体的出现,为企业充分利用庞大的移动社交用户群提升其社会影响力和竞争优势提供了新的渠道。而目前,企业移动社交媒体影响力的相关研究刚刚起步,所得成果还无法满足企业在日趋激烈的移动社交竞争中脱颖而出成为赢家的迫切需求。本研究从启发式-系统式模型出发,构建企业微信影响力关系模型。183家P2P网贷平台企业微信公众号数据的实证结果显示:启发式线索(即:发文活跃度和认证信息丰富度)与系统式线索(即:移动交易导航性)均不同程度地对企业微信影响力产生作用。研究结果拓展了相关理论应用,丰富了移动社交媒体领域的研究视角,为企业移动社交战略的制定提供了理论依据。更多还原

【Abstract】 In the era of mobile socialization,firms are actively looking for new strategies,new ways of leveraging a huge number of mobile users to enhance their social influence in order to obtain competitive advantage. The emergence of mobile social media,such as WeChat,provides a great opportunity for firms to attain the competitiveness during such transformation. Current researches regarding the influence of firm-based mobile social media have just started,and the findings still cannot meet the urgent need of firms to stand out in the increasingly fierce competition to become the final winner. In view of this,our study draws on the heuristic-systematic model to build the enterprise WeChat influence model. The authors posit that the heuristic cues(i. e. certification information richness and content freshness) as well as the systematic cue(i.e. mobile transaction navigation) can potentially affect enterprise WeChat popularity. The content analysis result of 183 WeChat public platforms of P2P lending firms strongly supports these hypotheses. The study expands our understanding of the related knowledge from a social cognition perspective and calls for design attention to influential media-embedded factors when developing firm-based mobile platforms.更多还原