Earticle

초록

영어

Social networking services provide individuals with an easy approach for exchanging messages with others based on interpersonal relationships. However, why individuals spread marketer-generated content (MGC) in their online social circles remains unclear. Therefore, we develop a theoretical model to examine how social capital, intrinsic motivations, personal perceptions, past behavior, and personal traits influence MGC sharing behavior of social media users in micro-blogging context. Data collected from 319 social networking users support the proposed model. The results from partial least squares analyses show that enjoyment, perceived control, and outcome expectations are significant indicators of individual’s MGC sharing intention in the social broadcasting environment. Results also suggest that social capital, users’ intention, and past behavior positively influence the MGC sharing behavior of users. Moreover, individual prevention pride exhibits a significant interaction effect on the relationships between users’ MGC sharing and its antecedents. Implications for research and practice are discussed.

목차

ABSTRACT
 Ⅰ. Introduction
 Ⅱ. Marketer-generated Content
 Ⅲ. Theoretical Development
  3.1. Main Model
  3.2. Moderating Effects of Prevention Focus
 Ⅳ. Method
 Ⅴ. Data Analysis
  5.1. Common Method Bias
  5.2. Measurement Validation
  5.3. Structural Model
  5.4. The Moderating Effect of Prevention Pride
 Ⅵ. Discussion and Conclusion
  6.1. Theoretical Implications
  6.2. Managerial Implications
  6.3. Limitations and Future Research
 
 

저자

• Yuhao Li [ Ph.D. Candidate, School of Management, Xi’an Jiaotong University, China ] Corresponding Author
• Kanliang Wang [ Professor, Management Information System at School of Business, Renmin University of China, China ]

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