国内图书分类号：F272学校代码：10213
国际图书分类号：005.32 密级：公开
管理学硕士学位论文
SNS品牌帖信息内容特征对用户分享行为的
影响研究
硕士研究生 ： 富琳珊
导师 ： 姜元子副教授
申请学位 ： 管理学硕士
学科 ： 工商管理
所 在 单 位 ： 管理学院
答 辩 日 期 ： 2018年6月
授予学位单位 ： 哈尔滨工业大学
Classified Index: F272
U.D.C: 005.32
Dissertation for the Master Degree in Management
THE INFLUENCE OF BRAND POSTS’
CONTENT CHARACTERISTICS ON
SHARING BEHAVIOR IN SNS
Candidate： Fu Linshan
Supervisor： Associate Prof.Jiang Yuanzi
Academic Degree Applied for： Master of Management
Speciality： Business Administration
Affiliation： School of Management
Date of Defence： June, 2018
Degree-Conferring-Institution： Harbin Institute of Technology
哈尔滨工业大学管理学硕士学位论文
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摘要
利用社交网络（social networking service，SNS）发布品牌帖已成为企业进行
线上营销的重要手段之一，传统的品牌帖营销模式过高依赖于 “活动+奖励+转发
+评论”模式，往往表现出不稳定性强，用户粘性低等弊端，导致营销效果欠佳，
基于此实际，探究具备何种特征的品牌帖对用户具有更强的吸引力，通过刺激其
进行转发以提升品牌帖的营销效果对企业提升经济效益具有现实意义。同时，在
品牌帖特征与用户分享行为的影响路径中，还存在个体态度特征及相关在线评论
两个重要影响因素，进一步探究个体态度及品牌帖相关评论对于品牌帖感知及二
次分享行为的影响作用，能够帮助更完整地了解如何通过品牌帖内容优化或相关
信息维护来实现企业绩效提升
本研究对相关研究文献进行回顾，基于社会认知理论、刺激反应理论模型、
态度ABC理论及ELM模型，构建了品牌帖内容特征对用户分享行为的影响模
型，并将矛盾态度及在线评论两个因素纳入影响模型，分别探究其对影响模型的
调节效应，通过搜集230位社交网络使用用户的问卷调查结果数据，利用
SPSS23.0 对样本数据进行变量描述性统计、单因素方差分析与多元层次回归以
验证本文所提出的研究假设。同时，本研究将数据样本区分为高矛盾态度组与低
矛盾态度组，进行配对样本t检验，进一步探究不同矛盾态度强度个体受在线评
论的影响差异
本文通过实证分析得出以下结论：（1）品牌帖趣味性、相关性和可靠性三个
特征对用户分享行为有直接影响；（2）个体矛盾态度对品牌帖相关性与分享行为
的影响关系存在正向调节作用；（3）正负评论比例一致的在线评论对个体品牌帖
内容特征感知及分享行为均有抑制作用；（4）在线评论对不同矛盾态度强度个体
的影响也存在差异，低矛盾态度个体对于趣味性、可靠性评价及分享行为可能性
的下降程度大于高矛盾态度个体
关键词：社交网络（SNS）；品牌帖内容特征；分享行为；矛盾态度；在线评论
哈尔滨工业大学管理学硕士学位论文
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Abstract
Using SNS to publish brand posts has become one of the important means for
companies to conduct online marketing. The traditional brand marketing method
depends on the means of activity + reward + forwarding + review, which often shows
the disadvantages of strong instability and low users stickiness, and results in poor
marketing effect. It is significant for enterprises to explore which kind of Brand Posts
are more attractive to users, which can stimulate their forwarding to improve the
marketing effect, and also enhance economic efficiency. At the same time, there are two
important factors, individual attitude and related online comments, influence the
relationship between brand post features and user sharing behavior, exploring the effects
of the two factors on the brand post perception and share willingness can help us
understand how to achieve enterprise performance improvement through optimizing
brand content or managing related information.
This study reviews the relevant research literature. Based on the social cognition
theory, the stimulus and response theory model, the attitude ABC theory and the ELM
model, constructing a model in which the brand post content characteristics influence
users' sharing behaviors, taking into account the individual attitude and online reviews,
the study also explores the moderating effects of individual attitudes and relevant online
reviews on the research model. By collecting the questionnaire data of 230 social
networks users’, using variable descriptive statistics, single factor ANOVA and multiple
hierarchical regression to verify the relevant research hypotheses. At the same time, this
study divides the data samples into the high ambivalent attitude group and the low
ambivalent attitude group, using SPSS23.0 to carry on the paired sample T test to
explore the differences in the influence of online reviews on different individuals.
The research results show that：(1) Three characteristics of the brands,
entertainment, relevance, and reliability have a direct impact on the user's sharing
behavior. (2) The individual's ambivalent attitude positively moderates the relationship
between brand posts' relevance and sharing behavior. (3) The reviews with same
positive and negative ratio inhibit the individuals’ perception of brand posts' content and
their sharing behavior. (4) The impact of online reviews on individuals with different
degree of ambivalent attitude was also different, individuals with lower degree of
ambivalent attitude show more obvious decline on perception of two characteristics of。。。。。。