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基於 HSM 的企業微信影響力研究: 以 P2P 網貸平台為例
Date Issued
2016
Journal
ISSN
1003-1952
Citation
管理評論, 2016年, 第28卷, 第12期, 第198-212頁.
Type
Peer Reviewed Journal Article
Abstract
在行動社交時代,微信等行動社群媒體的出現,為企業充分利用龐大的行動社群用戶群提升其社會影響力和競爭優勢提供了新的管道.而目前,企業行動社交媒體影響力的相關研究剛剛起步,所得成果還無法滿足企業在日趨激烈的行動社交競爭中脫穎而出成為贏家的迫切需求.本研究從啟發式－系統式模型出發,建構企業微信影響力關係模型.183 家 P2P 網貸平台企業微信公眾號資料的實證結果顯示: 啟發式線索( 即: 發文活躍度與認證資訊豐富度) 與系統式線索( 即: 行動交易導航性) 均不同程度地對企業微信影響力產生作用.研究結果拓展了相關理論應用,豐富了行動社群媒體領域的研究視角,為企業行動社交策略的發展提供了理論依據.
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 We-Chat，provides a great opportunity for firms to attain the competitiveness during such transformation． Current researches regarding the influenceof firm-based mobile social media have just started，and the findings still cannot meet the urgent need of firms to stand out in theincreasingly 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．
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 We-Chat，provides a great opportunity for firms to attain the competitiveness during such transformation． Current researches regarding the influenceof firm-based mobile social media have just started，and the findings still cannot meet the urgent need of firms to stand out in theincreasingly 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．
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