[1]刘升福,王博涵. 自我提升需要对积极口碑推荐意愿的影响[J].湖北工业大学学报,2021,(6):51-55+118.
　LIU Shengfu,WANG Bohan. Influences of Self Enhancement Need on Willingness to Recommend Positive Public Praises[J].,2021,(6):51-55+118.
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 自我提升需要对积极口碑推荐意愿的影响()
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《湖北工业大学学报》[ISSN:1003-4684/CN:42-1752/Z]

卷:
期数:
2021年第6期
页码:
51-55+118
栏目:
湖北工业大学学报
出版日期:
2021-12-31

文章信息/Info

Title:
 Influences of Self Enhancement Need on Willingness to Recommend Positive Public Praises
文章编号:
1003-4684(2021)06-0051-05
作者:
 刘升福;  王博涵
 湖北工业大学经济与管理学院， 湖北 武汉 430068
Author(s):
LIU Shengfu;  WANG Bohan 
 School of Economics and Management, Hubei Univ. of Tech., Wuhan, 430068, China
关键词:
 ; 自我提升需要;  顾客参与行为;  积极口碑推荐意愿;  社会风险感知
Keywords:
 ; self enhancement need;  customer engagement;  positive public praise willingness;  social risk perception
分类号:
C93
文献标志码:
A
摘要:
 以社会交换理论为理论基础，以顾客参与行为为研究视角，同时引入社会风险感知作为调节变量，在对415份样本数据进行实证分析后发现：自我提升需要正向影响消费者积极口碑推荐意愿；顾客参与行为在自我提升需要和积极口碑推荐意愿之间起中介作用；社会风险感知在顾客参与行为和积极口碑推荐意愿间起负向调节作用，并进一步调节了顾客参与行为的中介作用。当感知到较低程度的社会风险时，消费者会展现出更为强烈的积极口碑推荐意愿，反之则会大大降低积极口碑推荐意愿。
Abstract:
 Based on social exchange theory and customer engagement, introducing social risk perception as a moderating variable, this paper explored how self enhancement need affects consumers’ willingness to make positive praise recommendation. According to empirical analysis of 415 sample data, it is found that the need for self enhancement positively affects consumers’ public praise intention; customer engagement plays a partial mediating role between the need for self enhancement and positive public praise recommendation behavior. Besides, social risk perception plays a negative moderating role. That is, when consumers perceive a lower degree of social risk, they will show stronger positive public praise willingness. Otherwise, it will greatly reduce their positive public praise intention.

参考文献/References:

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备注/Memo

备注/Memo:
［收稿日期］ 2021-05-25
［第一作者］ 刘升福（1970-），男，湖北潜江人，管理学博士，湖北工业大学教授，研究方向为企业战略风险管理，营销渠道管理
［通信作者］ 王博涵（1996-），男，河南郑州人，湖北工业大学硕士研究生，研究方向为消费者行为
更新日期/Last Update: 2022-01-04