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当前，以智能手机为载体的移动社交网络应用已经逐步取代传统媒体，越来越成为用
户交流和获取信息的主要渠道。在通过移动社交网络平台发布的所有信息当中，企业
尤其关注对产品进行推荐的信息，因为这类信息直接影响用户对产品的态度和购买行
为，增加了企业销售收入。由于移动社交网络用户和联系人之间是不同亲密程度的熟
人关系，彼此间可信度高，因此，企业希望通过移动社交网络联系人对其产品进行推
荐，形成产品信息病毒式传播，带动整个移动社交网络用户形成对其产品的认知和信
任，实现成功的产品营销
但是，企业制订和开展移动社交网络产品推荐策略尚处于探索阶段，缺少理论指
导。同时，由于对传统广告的抗拒，加上移动社交网络平台对信息发布、传播失去控
制和企业盲目进行过度口碑营销，导致很多产品推荐信息不但没有被用户接受，反而
引起了用户的反感，用户对产品推荐信息不接受，不反应， 甚至直接屏蔽发布产品推
荐信息的联系人，更不能促成用户的购买和转发行为，造成了企业无效营销。因此，
在此背景下，理解移动社交网络用户对联系人产品推荐信息反应意向的影响因素，即
是什么原因促使移动社交网络用户形成对联系人发布产品推荐信息的阅读、转发意向，
以及对所推荐产品的购买意向，并利用这些因素来提升用户对产品推荐信息的反应意
向，是当前企业重要的营销战略
本文在对国内外相关文献回顾的基础上，基于计划行为理论、信源可信度理论和
调节定向理论基础，从信源和接收者两个层面提取了移动社交网络用户对联系人产品
推荐信息反应意向的影响因素，并构建了研究的概念模型。研究首先从信源层面出发，
构建了由亲密度、专业性、可信性、吸引力和过去经历 5 个维度所解释的二阶变量信
源可信度与态度、知觉行为控制和反应意向之间的概念模型；然后，从接收者层面出
发，把用户调节定向纳为模型中的自变量和调节变量，提出用户调节定向与反应意向
之间的关系假设，及用户调节定向对信源可信度和态度之间关系的调节效应
在关系假设和初始研究模型基础上，本文利用验证性因子分析的方法，通过小规II
模发放问卷对所收集的样本数据进行前测， 对相关变量所采用测量题项的有效性进行
分析，净化了问卷的题项， 形成了本研究的最终调查问卷，并进行了正式的数据收集，
最终获得有效样本 447 份。本研究选用结构方程模型和 AMOS 软件对概念模型和关系
假设进行了检验。初始模型检验结果表明，与主观规范相关的假设中，有 3 个被拒绝，
因此，将模型中主观规范以及与主观规范相关的假设予以删除，并对修正后的结构方
程模型进行检验。经检验，修正后的模型拟合指标良好
对正式研究模型中的关系假设验证结果发现：信源可信度对态度有显著的正向影
响；态度和知觉行为控制均正向影响阅读意向、购买意向及转发意向；知觉行为控制
通过影响态度，进一步影响用户对联系人产品推荐信息的阅读、转发及购买所推荐产
品的意向。促进定向显著正向影响用户对联系人产品推荐信息的阅读、转发及购买所
推荐产品意向；预防定向显著负向影响用户对联系人产品推荐信息阅读和购买所推荐
产品意向；调节定向对信源可信度和态度的调节效应也获得了支持。但是，预防定向
和转发意向之间的负相关关系未获得支持
本研究具有一定的理论创新性。主要表现为：(1)本研究构建了移动社交网络用户
对联系人产品推荐信息反应意向影响因素模型，并通过实证研究结果验证了模型的合
理性。(2)本研究对 Ohanian 信源可信度模型进行了扩展研究，在原有的由专业性、可
信性和吸引力 3 个维度解释的二阶变量信源可信度模型基础上，扩展了亲密度和过去
经历 2 个维度，并通过实证研究结果验证了这一理论模型扩展的有效性，丰富了信源
可信度理论。(3)本研究拓展了调节定向理论的适用情境。研究结果验证了调节定向的
直接影响作用和调节效用，拓展了调节定向理论的适用范围
本研究的结论为企业营销实践提供了管理启示。研究认为，企业要提升移动社交
网络产品推荐信息的效果，应注重从以下三个方面采取措施：第一，注重提高移动社
交网络用户对联系人可信度感知。鉴于亲密度、专业性、可信性、吸引力和过去经历
对信源可信度的不同解释程度，企业在制定消费者通过移动社交网络应用平台推荐其
产品激励策略时，应尤其注意避免由于过度发布无用信息的行为而导致的信息超载现
象；应着力制定策略提高用户对联系人专业性和吸引力的感知；还要注重用户与联系
人关系亲密的作用，制定策略针对性地引导消费者通过移动社交网络向对其信任并与
其关系密切的用户进行产品推荐。第二，注重提高用户对移动社交网络应用功能易用
性的感知，使用户感知自己对信息反应意向有更强的知觉控制能力。第三，注重设定III
情境引导移动社交网络用户形成促进定向动机倾向，通过启动情境性促进定向倾向，
提升用户对产品推荐信息的反应意向，以提升产品推荐信息的效果
由于受到时间、环境、及研究者自身能力的限制，本研究还具有一定的不足之处
如本研究未能全面涵盖移动社交网络用户对联系人产品推荐信息反应意向的可能影响
因素；并未对结果变量三个因素之间的关系进行研究等。希望在未来的研究中能弥补
本研究的不足，并对此研究进行深入的后续研究
关键词：
移动社交网络用户，联系人，产品推荐信息，反应意向，计划行为理论，信源可信
度，调节定向V
Abstract
A Study of the Influencing Factors
on Mobile Social Network User’s Response Intention towards Product
Recommendation Information Posted by the Contacts
With continuous improvement of 4 G mobile communication network environment and
the rapid development of intelligent terminal technology, smart phone user has increased
significantly. The Internet ecology has transformed from “traditional Internet” to “mobile
Internet”. At present, with smart phone as the the main carrier, mobile social network
application has gradually replaced the traditional media and become main channel for the
user to communicate and get access to information. Of all the information posted on mobile
social network platform, enterprises show special interests to product recommendation
information, because this kind of information directly affects users’ attitudes and buying
behavior and therefore increase enterprises’ sales revenue. As the relationships between
mobile social network user and the contacts are of different degrees of intimacy, they put
high credibility on each other, therefore, enterprises want to recommend their products
through mobile social network platform, so as to promote viral transmission of their products
information, drive the mobile social network user&39;s perception and trust of their products and
achieve successful product marketing.
But enterprises are still in the stage of exploration and lack of theoretical guidance in
making mobile social network products recommendation strategy. At the same time, due to
the resistance to traditional advertising, the out of control for information released by mobile
social network platform, and blind word-of-mouth marketing, many product
recommendation information is not accepted by the user； on the contrary, it causes the
user’s annoyance and the user is not willing to form reaction intention towards product
recommendation information posted by the contacts. They even put some contacts in the
shield, thus lead to invalid product recommendation information and can&39;t contribute to the
user&39;s purchase and re-transmission intention. Therefore, under such background, the
understanding of the factors influencing mobile social network user’s response intention
towards product recommendation information posted by the contacts, namely, what prompts
mobile social network user to form reading, re-transmission intention towards product
recommendations posted by the contacts, and purchase intention of the recommended
products, is the enterprise’s important marketing strategy.VI
Based on relevant literature review at home and abroad, using the theory of planned
behavior, source credibility theory and regulatory focus theory as its theoretical foundation,
this study builds the concept model from two aspects: the source and the receiver. First, the
study builds a conceptual model about the relationships of a second-order construct source
credibility, which is explained by closeness, expertise, trustworthiness, attractiveness, and
past experience, attitude, perceived behavior control and reaction intention； then, from the
aspect of the receiver, the user’s regulatory focus as both an independent variable which
influence user’s reaction intention towards product recommendation information, and a
moderating variable which plays a moderating effect between source credibility and attitude.
Based on the hypothesis and the initial conceptual model, this study uses confirmatory
factor analysis to do a pilot study through small-scale data collection to analyze the
effectiveness of the measurement items for related variables, and form the final questionnaire.
At last, this study obtains 447 valid data in the formal survey. This study uses SEM (the
Structural Equation Model) and AMOS software to test conceptual model and hypothesis.
The results of initial conceptual model testing show that three hypothesis related with
subjective norms are rejected. Therefore, the variable subjective norms and its related
hypothesis are deleted. The modified conceptual model is proved to be fit after evaluation.
The results of the formal testing find that source credibility has significant positive
effect on attitude； attitude and perceived behavior control have positive influence on
reading intention, purchase intention and forward intention； perceived behavior control has
significant positive effect on attitude, and further affect the user’s intention to read, forward
product recommendation information from the contacts and the intention to purchase
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