基于虚拟社区的社会化分享对Z世代购买意愿的影响

The Impact of Social Sharing Based on Virtual Community on the Purchase Intention of Gen Z

摘要: 随着社会角色的变化发展，Z世代(1995年至2009年出生的一代人)在消费领域中逐步占据主导地位，并且他们更加通过关注虚拟社区的社会化分享来进行购买。因此本文基于SOR理论和信息采纳理论构建Z世代在虚拟社区中购买意愿的影响因素理论模型，通过收集问卷，运用SPSS和AMOS进行统计分析。研究结果表明：社会化分享中文本内容的信息性及互动性、视频内容的真实性及趣味性、分享主体关键意见领袖的作用和分享的技术特征个性化推荐对购买意愿具有显著的正向影响，其中感知价值和信任起着中介作用。本文的创新点在于关注了研究较少的社会化分享领域，并提出了一组独特的变量。实证结果对电商管理者在虚拟社区中制定合理的营销策略具有重要的参考价值。

Abstract: As social roles evolve, Gen Z (the generation born between 1995 and 2009) is dominating the consumer space, and they are making purchases by focusing more on social sharing in virtual communities. Therefore, based on SOR theory and information adoption theory, this paper constructs a theoretical model of the influencing factors of Generation Z’s purchase intention in virtual community, and uses SPSS and AMOS for statistical analysis by collecting questionnaires. The results show that social sharing Chinese the informativity and interactivity of this content, the authenticity and interest of video content, the role of key opinion leaders of sharing subjects and the technical characteristics of sharing, personalized recommendation has a significant positive impact on purchase intention, among which perceived value and trust play a mediating role. The innovation of this paper is that it focuses on the less studied field of social sharing and proposes a unique set of variables. The empirical results have important reference value for e-commerce managers to formulate reasonable marketing strategies in the virtual community.