A Study on the Impact of WeChat Friends’ Characteristics on Consumer Sharing Intention under the SoLoMo Mode

Under the mode of SoLoMo, more and more enterprises and merchants spread marketing information through WeChat. At this time, consumers are not only recipients of information, but also distributors of information. However, at present, most enterprises ignore the character of consumer as an information sharer and fail to consider how to influence more consumers through the “circle of friends”. Based on interpersonal attraction theory, this paper divides WeChat friends’ characteristics into three dimensions: similarity, familiarity and reciprocity, and discusses the influence process of WeChat friends’ characteristics on consumer sharing intention based on SOR theory model. The results show that WeChat friends’ characteristics (similarity, familiarity and reciprocity) have a positive impact on consumer sharing intention, in which perceived value plays a mediating role. Perceived risk only plays a mediating role in the characteristics of familiarity and reciprocity, and has a negative impact on consumer sharing intention. Therefore, enterprises and merchants can take WeChat friends’ characteristics as the clue to develop WeChat marketing strategy, so as to achieve more extensive and effective dissemination of information. “SoLoMo”模式下微信好友特征对消费者分享意愿的影响研究 吕筱萍,陈莉莎,梁艳 浙江工商大学工商管理学院,杭州,浙江,中国 浙江工商大学工商管理学院,杭州,浙江,中国 浙江工商大学工商管理学院,杭州,浙江,中国 hzluxp@163.com, 812638403@qq.com, 136676514@qq.com 陈莉莎 关键词:SoLoMo模式;微信好友特征;感知价值;感知风险 中文摘要. 在 SoLoMo 模式下,越来越多的企业通过微信进行营销信息的传播,此时的消费 者不仅是信息的接受者,同时也是信息的分享者。但目前大部分的企业忽视消费者信息分享 者的角色,未考虑如何通过消费者的“圈子”影响更多的消费者。本文以人际吸引理论为基础 划分微信好友特征(相似性、熟悉性和互惠性),基于 SOR 理论模型,探讨微信好友特征对 消费者分享意愿的影响机制。研究结果表明:微信好友特征(相似性、熟悉性和互惠性)对 消费者分享意愿存在正向影响,感知价值在其中起到中介作用;感知风险只在熟悉性和互惠 5th International Conference on Humanities and Social Science Research (ICHSSR 2019) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 319