社交氛围对朋友群组成员的购买意愿和行为的影响

被引：27

作者：

孙怡 ^{[1
,2
]}

鲁耀斌 ^{[1
]}

魏国基 ^{[2
]}

机构：

[1] 华中科技大学管理学院

[2] 香港城市大学信息系统系

来源：

管理学报 | 2016年 / 13卷 / 09期

关键词：

社会化商务; 社交氛围; 集体购买意愿; 购买行为;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

根据215组微信朋友群组成员的数据进行的实证研究表明,朋友群组成员对其所处群组的社交氛围的感知可以影响他们的价值感知,从而最终影响他们的集体行动。突出了自发性的邻近社交网络的重要性,说明了社交氛围可以通过情感的渠道影响朋友群组成员的购买行为。

引用

页码：1392 / 1399

页数：8

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