【摘要】 探索社交网络中用户营销信息分享的动机。通过调查问卷法收集数据,采用结构方程模型进行分析。研究发现:表现自我、社交、粉丝心理和品牌忠诚动机显著影响用户在社交网络上的分享营销信息的意愿。其中粉丝心理和表现自我动机对用户营销信息分享意愿的影响最为显著。更多还原

【Abstract】 In order to explore the motivation of users in social network to share marketing information, the authors collected data by questionnaire and established a structural equation model to analyze the data. Results show that selfexpression,social interaction,fan psychology and brand loyalty motivation significantly affect the willingness of users to share marketing information on social networks. The influence of fan psychology and self-motivation on user marketing information sharing is most significant.更多还原