Zhang Zaiyu, Li Wenjia
College of Communication and Art Design, University of Shanghai for Science and Technology, Shanghai, China.
Front Psychol. 2022 Apr 25;13:874851. doi: 10.3389/fpsyg.2022.874851. eCollection 2022.
Along with the increasing trend of transactions occurring on social media, the consumption of Chinese cultural and creative products has increased even against the background of the COVID-19 pandemic. In this context, this article aims to analyze the relationships between virtual community-based social identity and cultural and creative product customer engagement (CE) behaviors. To this end, social identity theory and CE behavior theory were applied to previous research model. Structural equation modeling (SEM) was conducted using data from 520 self-administered questionnaires from online virtual community members. The results show that social identity has a significant effect on customer knowledge behavior, participation behavior, and influencer behavior. Moreover, influencer behavior mediates the effect of social identity on purchase intention. The study also identified gender differences in the mediation for influencer behaviors. Our results suggest that women are more sensitive to influencer behaviors than men, and thus generate more purchase behaviors.
随着社交媒体上交易趋势的不断增加，即使在新冠疫情的背景下，中国文化创意产品的消费量仍有所增长。在此背景下，本文旨在分析基于虚拟社区的社会身份与文化创意产品客户参与（CE）行为之间的关系。为此，将社会身份理论和CE行为理论应用于先前的研究模型。使用来自在线虚拟社区成员的520份自填问卷数据进行了结构方程建模（SEM）。结果表明，社会身份对客户知识行为、参与行为和影响者行为有显著影响。此外，影响者行为在社会身份对购买意愿的影响中起中介作用。该研究还发现了影响者行为中介作用中的性别差异。我们的结果表明，女性比男性对影响者行为更敏感，因此产生更多的购买行为。
