Wu Jyh-Jeng, Khan Haider A, Chien Shu-Hua, Lee Yu-Peng
Department of Business Management, National United University, Miaoli, Taiwan.
Josef Korbel School of International Studies, University of Denver, Denver, CO, United States.
Interact J Med Res. 2019 Mar 21;8(1):e11750. doi: 10.2196/11750.
The consumption of medical aesthetic services has become popular in recent years. Many people have purchased medical aesthetic services and treatments in pursuit of self-beauty. When members of online medical aesthetic communities actively participate in discussions and encourage and support one another, there is an increase in community commitment, trust toward each other, and trust toward the community, ultimately promoting social sharing in an environment of positive feedback.
This study aimed to explore via the theory of social support-grounded in a deeper social capabilities framework developed by Khan following the Nobel laureate Amartya Sen's groundbreaking work-whether emotional support, informational support, and norms of reciprocity in online communities impact group members in terms of creating trust toward other members. This enhances trust toward the community and generates a sense of community commitment, ultimately impacting social buying intention and social sharing intention.
This study used IBM SPSS and AMOS to analyze data. Data were collected through online questionnaires in online medical aesthetic community forums, thereby producing samples that were both representative and accurate. To understand whether core self-evaluation (CSE) is a moderator in the relationship between social sharing intention and social buying intention, this study averaged the point of CSEs in the sample after statistical analysis, dividing the sample into 2 groups.
The results showed that emotional support and norms of reciprocity positively impact trust toward members, and trust toward members positively impact trust toward the community. This generates trust transfer, which positively impacts social buying intention and social sharing intention. At the same time, CSE is a moderator variable between trust toward the community and social buying intention, but CSE is not a moderator variable between trust toward the community and social sharing intention.
This study revealed that when members of online medical aesthetic communities actively participate in discussions and encourage and support one another, community commitment, trust toward each other, and trust toward the community increases, ultimately promoting social sharing and buying intentions.
近年来，医疗美容服务的消费日益流行。许多人购买医疗美容服务和治疗以追求自身美丽。当在线医疗美容社区的成员积极参与讨论并相互鼓励和支持时，社区凝聚力、相互信任以及对社区的信任都会增加，最终在积极反馈的环境中促进社会分享。
本研究旨在通过社会支持理论进行探索——该理论基于诺贝尔奖获得者阿玛蒂亚·森的开创性工作之后由汗发展出的更深入的社会能力框架——探讨在线社区中的情感支持、信息支持和互惠规范是否会在建立对其他成员的信任方面影响小组成员。这增强了对社区的信任并产生社区凝聚力，最终影响社会购买意愿和社会分享意愿。
本研究使用IBM SPSS和AMOS进行数据分析。通过在线医疗美容社区论坛中的在线问卷收集数据，从而获得具有代表性和准确性的样本。为了解核心自我评价（CSE）是否在社会分享意愿和社会购买意愿之间的关系中起调节作用，本研究在统计分析后对样本中的CSE得分进行平均，将样本分为两组。
结果表明，情感支持和互惠规范对成员信任有积极影响，对成员的信任对社区信任有积极影响。这产生了信任转移，对社会购买意愿和社会分享意愿有积极影响。同时，CSE是社区信任和社会购买意愿之间的调节变量，但CSE不是社区信任和社会分享意愿之间的调节变量。
本研究表明，当在线医疗美容社区的成员积极参与讨论并相互鼓励和支持时，社区凝聚力、相互信任以及对社区的信任会增加，最终促进社会分享和购买意愿。
