分类号：密级：
学校代码：10414学号：202140100014
硕士研究生学位论文
移动社会化网络中社会支持对顾客参与
行为的影响机制研究——基于CAPS
理论
Research on the influence mechanism of social
support on customer participation behavior in
mobile social network--Based on CAPS Theory
张钰洁
院所：商学院导师姓名：金虹
学科专业：市场营销研究方向：网络营销管理
二○二三年五月
摘要
随着移动通信技术的快速发展以及移动终端智能化的升级和处理能力的提
高,用户迫切地希望能够在不受任何时间和任何地点的限制下享受社会化网络所
提供的服务，移动社会化网络顺应了这一大趋势。由于移动社会化网络服务和应
用在移动性、动态性和互动性方面更具有优势，因此可以为用户提供更智能、更
个性化的用户体验，如为用户搭建分享自身经历、量化数据等的平台，满足用户
的享乐需求、社交需求，从而使用户不论在虚拟的或真实的人际关系拓展、信息
获取、工作发展以及生活等方面获得高效的支持和帮助。
移动社会化网络弥补了传统社会化网络的不足，其以移动终端设备为载体，
既具备移动终端应用的特征，也具备移动互联网的使用特性，面向多元用户提供
更优质、更便捷的服务，推动互联网朝着更加开放化、社会化的方向发展，构建
了更密切化、复杂化的社会关系，也为消费者的参与行为模式带来了深刻变革，
即消费者参与企业营销活动不再局限于传统的线下环境，而是既能通过网络平台
进行线上参与，又可以借助网络平台获取信息而参与到线下营销活动中。这激励
着越来越多的企业通过移动社会化网络开展营销活动。
然而，现有研究鲜少结合移动社会化网络的特点，对此环境下的顾客参与行
为的构成进行细致的划分，也未对其驱动因素进行深入探索与实证检验。此外，
由于信息支持和情感支持是在线社区中社交互动的主要支持机制，因此，本文将
探究这两大支持类型对移动社会化网络中顾客参与行为的影响。
本文从社会支持视角出发，分析其对顾客参与行为的影响机制，同时结合
CAPS 理论，验证自我效能感在社会支持影响顾客参与行为中的中介作用，并尝
试解释关系强度对自我效能感的调节作用。最终，本研究通过构建理论模型并对
收集到的有效数据进行实证分析得出以下结论：（1）信息支持显著正向影响顾
客线上、线下参与行为，情感支持显著正向影响顾客线上、线下参与行为；（2）
自我效能感在信息支持对顾客线上参与行为、信息支持对顾客线下参与行为、情
感支持对顾客线上参与行为、情感支持对顾客线下参与行为的影响关系中均起中
介作用；（3）关系强度在信息支持与自我效能感、情感支持与自我效能感的关
系中均起正向调节作用。根据上述研究结论，本文提出了相应的管理启示，以期
帮助企业更加灵活地借助移动社会化网络开展针对性营销活动，吸引顾客参与。
关键词：社会支持；顾客参与行为；CAPS 理论；自我效能感；关系强度
I
Abstract
With the rapid development of mobile communication technology and the
upgrading of intelligent mobile terminals and the improvement of processing capacity,
users are eager to enjoy the services provided by social networks without being
restricted by any time and place.Mobile social networks conform to this trend.Because
mobile social network services and applications have more advantages in mobility,
dynamics and interactivity,mobile social networks can provide users with a more
intelligent and personalized user experience in virtual communities,such as building a
platform for users to share their own experience,quantitative data,etc.,to meet users'
enjoyment needs and social needs,so as to enable users to expand their relationships,
obtain information Get efficient support and help in work development and life.
Mobile socialized networks make up for the shortcomings of traditional socialized
networks.They use mobile terminal devices as carriers,possessing both the
characteristics of mobile terminal applications and the usage characteristics of mobile
internet.They provide better and more convenient services for diverse users,promote
the development of the internet towards a more open and socialized direction,and build
closer and more complex social relationships,It has also brought profound changes to
consumer participation behavior patterns,that is,consumer participation in enterprise
marketing activities is no longer limited to the traditional offline environment,but can
not only participate online through online platforms,but also participate in offline
marketing activities through the use of online platforms to obtain information.This is
motivating more and more enterprises to carry out marketing activities through mobile
social networks.
However,few existing studies have combined the characteristics of mobile social
networks to carefully divide the composition of customer participation behavior in this
environment,and have not conducted in-depth exploration and empirical test of its
driving factors.In addition,since information support and emotional support are the
main support mechanisms for social interaction in online communities,this paper will
explore the impact of these two types of support on customer participation in mobile
social networks.
II
From the perspective of social support,this paper analyzes its influence
mechanism on customer participation behavior,and combines CAPS theory to verify
the intermediary role of self-efficacy in social support affecting customer participation
behavior,and tries to explain the regulatory role of relationship strength on self-efficacy.
Finally,this study draws the following conclusions by constructing a theoretical model
and conducting empirical analysis on the collected effective data:(1)information
support significantly positively affects customers'online and offline participation
behavior,and emotional support significantly positively affects customers'online and
offline participation behavior;(2)Self-efficacy plays an intermediary role in the
relationship between information support and customer online participation,
information support and customer offline participation,emotional support and customer
online participation,and emotional support and customer offline participation;(3)The
relationship strength plays a positive role in the relationship between information
support and self-efficacy,emotional support and self-efficacy.Based on the above
research conclusions,this paper puts forward corresponding management implications
to help enterprises more flexibly carry out targeted marketing activities with the help
of mobile social networks and attract customers to participate.
Key words:social support;customer participation behavior;CAPS theory;self-
efficacy;relationship strength
III
目录
1绪论.........................................................................................................1
1.1研究背景...........................................................................................1
1.2研究目的与意义...............................................................................2
1.2.1研究目的.....................................................................................2
1.2.2研究意义.....................................................................................2
1.3研究方法和技术路线.......................................................................3
1.3.1研究方法.....................................................................................3
1.3.2技术路线.....................................................................................3
1.4研究创新...........................................................................................5
2文献综述.................................................................................................6
2.1CAPS 理论.........................................................................................6
2.2社会支持...........................................................................................6
2.3自我效能感.......................................................................................8
2.4顾客参与行为...................................................................................9
2.5关系强度.........................................................................................10
2.6文献述评.........................................................................................11
3研究模型与假设..................................................................................12
3.1研究模型.........................................................................................12
3.2研究假设.........................................................................................12
3.2.1移动社会化网络中的社会支持对顾客参与行为的影响......12
3.2.2自我效能感在社会支持影响顾客参与行为中的中介作用..13
3.2.3关系强度在社会支持与自我效能感的关系中的调节作用..14
3.3本章小结.........................................................................................14
4研究设计...............................................................................................16
4.1问卷设计.........................................................................................16
4.2变量测量.........................................................................................16
5结果分析...............................................................................................18
5.1预调研.............................................................................................18
5.2正式调研.........................................................................................19
5.2.1样本收集...................................................................................19
5.2.2样本描述性统计.......................................................................20
5.2.3信度检验...................................................................................21
5.2.4效度检验...................................................................................22
5.2.5相关分析...................................................................................22