转发还是私藏？身份认同对分享意愿的影响

Forward or Keep It Private? The Impact of Identity on Willingness to Share

摘要: 在社交媒体发布与身份相关联的产品信息，可以传递身份信号。身份是个人社会形象的基础，有助于创造和维持用户的自我概念。一方面，消费者会出于身份认同而对产品信息进行分享；另一方面，人们有着表露自己以获得认同并建立人际关系的欲望，而身份认同可以激发这种自我呈现动机，从而提高消费者对产品的分享意愿。反之，不当推荐可能会增加消费者的感知社会成本，从而使消费者具有较低的分享意愿。在对国内外相关文献进行梳理的基础上，本文以身份认同为自变量，以消费者分享意愿为因变量，以自我呈现和感知社会成本为中介变量，构建身份认同对消费者分享意愿的理论模型。根据理论模型和实验验证的相关成果，为社交媒体中企业的产品信息设计和策略选择提供了一定的启示。

Abstract: Publishing product information related to identity on social media can convey identity signals. Identity is the foundation of an individual’s social image and helps to create and maintain users’ self-concept. On the one hand, consumers will share product information out of identity recognition; on the other hand, people have a desire to express themselves in order to gain recognition and establish interpersonal relationships, and identity can stimulate this self presentation motivation, thereby increasing consumers’ willingness to share products. On the contrary, inappropriate recommendations may increase consumers’ perceived social costs, resulting in lower willingness to share. Based on a review of relevant literature both domestically and internationally, this article constructs a theoretical model of the relationship between identity and consumer willingness to share, with identity as the independent variable, consumer willingness to share as the dependent variable, and self presentation and perceived social costs as mediating variables. Based on the theoretical model and experimental verification of relevant results, it provides certain insights for the product information design and strategy selection of enterprises in social media.