社交媒体用户营销信息分享行为: 受评忧虑与系统反馈视角

With the rapid development of the new model of social + e-commerce, more and more marketing information is widely disseminated on social media through user sharing. Existing studies have mainly focused on revealing the mechanism of user information sharing behavior from a positive perspective, and have not explored the negative emotional factors in the user sharing process enough. At the same time, the information sharing process is a two-way interactive process between the sender and the receiver, and the audience's feedback is one of the important factors affecting the sender's sharing. Based on the evaluation anxiety theory, from the perspective of the integration of users, emotions, and systems, a user marketing information sharing behavior research model is constructed. Using the research method of combining online questionnaire surveys with offline laboratory experiments, this paper explores the hindering effect of evaluation anxiety in the relationship between perceived sharing value and marketing information sharing behavior, as well as the role mechanism of the specific system characteristic of system feedback attributes in the user sharing process, that is, its moderating effect on the hindering effect of evaluation anxiety. The research results show that ① perceived sharing value (including perceived selfish value and perceived altruistic value) positively affects marketing Information sharing behavior; ② The fear of being evaluated negatively regulates the positive impact of perceived sharing value on marketing information sharing behavior, that is, the higher the user's fear of being evaluated, the significantly weaker the correlation between perceived sharing value and sharing behavior; ③ The more system feedback attributes after users share, that is, the richer the feedback information, the weaker the negative regulatory effect of the fear of being evaluated, and vice versa, the stronger the regulatory effect. This paper explores the help-seeking information sharing scenario in the new social shopping model that is rarely mentioned in existing studies, filling the gap that most studies on marketing information sharing behavior only focus on its positive stimulus factors; supplements and improves the theory of fear of being evaluated, and expands its scope of application from offline scenarios to virtual organizations such as online social media; from the perspective of system design, it focuses on the role of system feedback attributes in the user sharing process, enriching the relevant theories of information system user behavior. In practice, it provides realistic guidance and suggestions for merchants from the perspectives of user psychology, reward mechanism design, and system design to promote users to share marketing information more actively.