【摘要】 社交网络将人们从身体中解放出来,并在虚拟世界中扮演各种自身期望的角色。现有研究证明人们在社交网络上的行为能影响其消费。从消费者产品评价角度分析其消费行为,通过实验与问卷调查的方式验证当社交网络用户"线上-线下"存在自我差异时,可以研究其消费行为的影响及其背后的影响机制。研究发现:参与者"线上-线下"自我差异与产品评价正相关。自我重叠的高低与决策策略类型在其中起调节作用。当基于情感做出消费决策时,"线上-线下"自我差异大(VS."线上-线下"自我差异小)的参与者购买意愿更强,基于理性做出消费决策时,"线上-线下"自我差异小(VS."线上-线下"自我差异大)的参与者购买意愿更强。自我重叠度高时,"线上-线下"自我差异对参与者产品评价的正向影响更大。研究将社交网络的研究延伸至消费行为领域,为社交网络用户提供消费建议,为企业在社交网络环境中制定与自我差异相关的营销策略提供理论支撑。更多还原

【Abstract】 Social networks liberate people from their bodies to play a variety of desired roles in the virtual world.Previous researches have shown that people’s behavior on social networks can affect their consumption.This paper analyzed people’s consumption behavior from the perspective of consumers’ evaluation of products.Through experiments and questionnaires,it discusses how social network users’ online-offline self-differences affect their consumption behavior and the underlying influence mechanism.The study finds that participants’ online-offline self-differences are positively correlated with product evaluation.The level of self-overlap and the type of decision-making strategies play a moderating role.When making consumption decisions based on emotion,participants with large(vs.small)online-offline self-differences have stronger purchase intention.When making consumption decisions based on rationality,participants with small(vs.large)online-offline self-differences have stronger purchase intention.When the degree of self-overlap is higher,the positive impact of online-offline self-differences on participants’ product evaluation is greater.The research extends researches of social network to the field of consumer behavior,provides suggestions for social network users,and theoretical support for enterprises to formulate marketing strategies related to self-differences in the social network environment.更多还原