| 企业微博质量对用户行为意向的影响机理研究 |
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| 引用本文： | 武金菊杜黎.企业微博质量对用户行为意向的影响机理研究[J].现代情报,2014,34(2):129-135. |
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| 作者姓名： | 武金菊杜黎 |
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| 作者单位： | 西安电子科技大学经济与管理学院, 陕西 西安710071 |
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| 基金项目： | 国家自然科学基金（项目编号：71101113）;中央高校基本科研业务费专项资金“基于顾客选择行为的易逝品动态捆绑定价问题研究”（项目编号：72134824）. |
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| 摘 要： | 以新浪微博为背景，本文在界定企业微博质量的定义及其构成维度的基础上，提出了企业微博质量的测量指标，构建了企业微博质量影响用户行为意向的概念模型。通过应用SmartPLS2.0对337份有效问卷进行分析，对模型进行了验证。研究结果表明，企业微博质量可以划分为信息质量和交互质量两个维度，它们通过用户满意和信任这两个中间变量正向影响用户行为意向。最后，本文对改善企业微博质量，企业有效利用微博培养用户粘性提出了一些建议。
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| 关 键 词： | 企业微博质量 满意度 信任 行为意向 |
The Effects of the Enterprise Micro-blogging Quality on Customers＇ Behavioral Intention |
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| Authors: | Wu Jinju Du Li |
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| Institution: | School of Economics & Management, Xidian University, Xi'an 710071, China |
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| Abstract: | This study explored the effects of enterprise micro - blogging service quality on users＇ behavioral intention. First- ly, in terms of its functions and characteristics, this paper defined the concept of enterprise micro - blogging service quality and its components. Enterprise micro- blngging service quality contained two dimensions： information quality and interaction quality. Then, the research model was proposed based on relationship quality model. Data from 337 valid questionnaires was analyzed us- ing SmartPLS2. 0. The results indicated that the two dimensions of enterprise micro - blogging service quality were positively relat- ed to users＇ satisfaction and trust, which further significantly impact their behavioral intention. Finally, this study presented prac- tical suggestions for managers of enterprise micro - blogging in improving its service quality. |
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| Keywords: | enterprise micro- blogging quality satisfaction trust behavioral intention |
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