摘要
利用个人与环境匹配理论,借鉴失调诱因→失调状态→失调调节的认知失调过程框架,刻画社会化商务情境下不匹配要素到用户不同消极使用行为的过程机理模型并进行实证检验。结果表明:社会化商务用户认知失调在不匹配要素到潜水、抱怨和间断使用行为间的中介作用明显;供给-需求不匹配和要求-能力不匹配均正向影响认知失调,且要求-能力不匹配的影响作用更为显著,这种影响随用户涉入度的增加而增强;用户从认知失调到抱怨行为过程中用户涉入度的正向调节作用显著。
According to the person-environment fit theory,the formation mechanism model from mismatched elements to different negative user behaviors is described and empirical tested,which follows the cognitive dissonance framework of ‘dissonance inducement→dissonance state→dissonance regulation’.It is found that cognitive dissonance plays an important mediation role from mismatched elements to lurking,complaining and discontinuous user behaviors in the social commerce context.Supply-demand mismatch and demand-ability mismatch elements both result in cognitive dissonance.Moreover,the effect of demand-ability mismatch is more significant,whose effect increases with the increase of user involvement.User involvement plays a significant positive moderating role in the process from cognitive dissonance to user complaining behavior.
作者
王松
王瑜
李芳
WANG Song;WANG Yu;LI Fang(College of Economics and Management,Shandong University of Science and Technology,Qingdao 266590)
出处
《软科学》
CSSCI
北大核心
2020年第10期133-139,共7页
Soft Science
基金
国家自然科学基金项目(71471105)
山东省社会科学规划项目(18CGLJ38)。
