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论文编号：	11368
作者编号：	1120160824
上传时间：	2019/12/13 9:47:36
中文题目：	社交网络情境下同侪影响与新产品扩散的关系研究--基于产品类型与关系强度的调节作用
英文题目：	The research on the relationship between peer influence and the new product diffusion in social networks: The moderation of product types and tie strength
指导老师：	焦媛媛
中文关键字：	社交网络；同侪影响；新产品扩散；采纳意愿
英文关键字：	Social networks; peer influence; the diffusion of new products; adoption intention
中文摘要：	自党的十八大以来，“实施创新驱动发展”已上升为国家战略。然而，创新只有成功地扩散出去，被用户所接受和采纳，才能真正地对社会和经济发展产生影响。创新扩散领域的开创者Rogers指出：“创新扩散的本质是人们对新事物主观评价交互的社会历程，一个创新的信息往往来源于同伴（即同侪），而且同侪也最能说服用户采纳创新”。在社交网络情境下，人们已突破时空的限制与其同侪进行交互，同侪对个体行为、态度等的影响也变得更加广泛和深入，故在创新扩散领域涉及同侪影响的研究逐渐成为新情境下的一个新话题。新产品作为创新的五种情况之一，也是创新商业化的重要载体，一些学者对同侪影响与新产品扩散之间的关系进行了研究。然而现有研究结论尚存在不一致或冲突，基本结论大概分为三派：以Rogers为代表的一派认为同侪影响在新产品扩散中起着举足轻重的作用；以Aral为代表的一派发现同侪影响在新产品扩散中的作用被夸大了；以Belo和Ferreira为代表的一派却指出同侪影响也可能会阻碍新产品扩散。 现有研究之所以会存在以上3种观点，其主要的原因可能在于：目前学术界对同侪影响进行阐释的理论视角或观点并不一致。以Rogers为代表的一派将同侪影响置于社会影响的范畴之下；以Aral为代表的一派则从社会传染的理论视角识别同侪影响；以Belo和Ferreira的一派则以效用理论为理论基础认知和解读同侪影响。然而，目前对同侪影响的基础性内容如概念、特征等尚缺乏系统的研究。而且现有研究多以一种或一类产品为研究对象，忽略了对于不同类型的新产品，个体受同侪影响的差异性，及关系强度对同侪影响与采纳意愿的调节作用。 基于此，鉴于同侪影响已成为各学科领域广泛涉及的一个话题，而目前学术界对同侪影响理论的基础性问题尚缺乏系统地研究，本文首先结合社交网络情境对同侪影响的概念进行界定，对相似概念进行辨析，研究发现同侪影响并不能被社会影响或参照群体影响理论完全替代，而且它能解释新情境下后两个理论所不能解释的一些现象。本文据此提出同侪影响是一套独立的理论体系，进而结合同侪影响的产生过程和心理学的相关理论对同侪影响的产生机理进行深入剖析，并进一步提出新情境下同侪影响产生机理的理论框架，在此基础上进一步将同侪影响划分为信息影响、规范影响、比较影响和情绪传染四个维度。 其次，本文以新产品扩散为研究视域，采用归纳法和演绎法对社交网络情境下的同侪影响测量量表进行开发。虽然已有学者使用实验法、计量模型对同侪影响进行测量，但是实验法往往难以规避关联效应的干扰，而由于同侪影响由个体间相互作用而内生，不易被观察且实时变化，因此计量模型也难以对同侪影响进行准确测量。尽管也有学者如Yang等使用社会心理学的方法对同侪影响进行测量，但现有研究多采用社会影响或参照群体影响的测量量表测量同侪影响。既然同侪影响与后二者并不能替代使用，而且在社交网络情境下，同侪影响能够解释它们所不能解释的现象或事实，因此本文开发一套同侪影响的测量量表尤为必要。 最后，本文以产品类型和关系强度为高阶调节变量，采用多层回归分析法进一步探究同侪影响作用于采纳意愿的具体方式及可能存在的边界条件。研究结果发现：当不考虑调节变量时，同侪影响的规范影响维度并不影响采纳意愿；在产品类型的调节作用下，规范影响影响采纳意愿的边界条件是新产品的使用场合为公开场合；在关系强度的高阶调节作用下，对于公开场合使用的奢侈型新产品，关系强度越强，信息影响对采纳意愿的影响越大，反之，越小。对于私下使用的必需型新产品，随关系强度逐渐增强，信息影响对采纳意愿的影响呈倒“U”型，规范影响对采纳意愿的影响呈正“U”型；对于私下使用的奢侈型新产品，比较影响和情绪传染对采纳意愿的影响均呈正“U”型。 本文的主要贡献在于：（1）本文首次结合社交网络情境对同侪影响的基础性内容进行提炼和理论分析，提出同侪影响是一套独立的理论体系，这突破了已有研究存在的理论局限性，为推动同侪影响理论在各学科领域的发展提供了坚实的理论基础；（2）根据本文提出的同侪影响产生机理的理论框架，进一步对社交网络情境下的同侪影响进行维度划分，并以新产品扩散为研究视域，开发同侪影响的测量量表，这为深入理解和准确解读个体对新产品的态度或行为改变的过程提供了理论支持、为测量新产品视域下同侪影响的影响力提供了测量工具；（3）本文进一步以产品类型和关系强度为高阶调节变量，发现产品类型不同，同侪影响作用于新产品扩散的方式也不同，关系强度不同，同侪影响的四个维度对不同类型新产品的用户采纳意愿的影响大小也是有所区别的。这一研究发现也为后续学者探究人际沟通渠道下的新产品扩散策略提供了新的洞见，对突破特定的社会环境边界重新审视新产品扩散战略具有重要的实践启示。
英文摘要：	Since the 18th National Congress of the Communist Party of China, “implementing innovation-driven development” has risen to a national strategy. However, innovation can only truly realize its value if it diffused successfully. Rogers, the pioneer of the diffusion of innovation, pointed out: “The essence of innovation diffusion is the social process of people interchanging their subjective evaluation of new things, an innovative message often comes from peers, and peers are also the best persons who convince users to adopt innovation”. In the context of social networks, people have broken through the limitations of time and space to interact with peers, therefore, peers have more influence on individuals’ behaviors and attitudes. So, research involving peer influence in the field of innovation diffusion has also become a new topic in the new context. New products are one case of innovations, and are also an important carrier of innovation commercialization. Some scholars have studied the relationship between peer influence and the new products diffusion. However, there are still inconsistencies or conflicts in the existing research results. The basic views are roughly divided into three groups: the first view is represented by Rogers who believes that peer influence plays an important role in the diffusion of new products; the second view is represented by Aral who finds the role of peers in the diffusion of new products is exaggerated; The third view is represented by Belo and Ferreira who points out that peer influence may also hinder the new products diffusion. The main reasons may be: At present, academic perspectives or opinions on the interpretation or measurement of peer influence are not consistent. The group represented by Rogers puts peer influence under the category of social influence; the group represented by Aral identifies peer influence from the theoretical perspective of social contagion; the group of Belo and Ferreira uses the utility theory as the theoretical basis explaining peer influence. However, at present, there is still a lack of systematic research on the basic content of peer influence such as concept and features. Moreover, existing researches mostly use one or a class of products as research objects, ignoring the differences of products types, peer influence may play different roles, and the tie strength between individual and their peers will moderate the relationship of peer influence and adoption intention. Based on this, this thesis considers that peer influence has become a topic widely involved in various subject areas, and at present, there is still a lack of systematic research on the basic problems of peer influence theory in academic circles. Firstly, the connotation and mechanism of peer influence are studied. this thesis refines and clarifies the connotation of peer influence combining the social networks context, and finds that peer influence cannot be completely replaced by social influence or reference group influence, and it can explain some phenomena that cannot be explained by the latter two theories under the new situation. This proposed peer influence is an independent theoretical system. Combining the generation process of peer influence and the related theories of psychology, this thesis deeply analyzes the mechanism of peer influence, and further proposes the theoretical framework of the mechanism of the generation of peer influence in the new context, and then divides peer influence into four dimensions of information influence, normative influence, and comparative influence and emotional contagion. Secondly, the thesis takes the diffusion of new products as the research horizon, and uses the combination method to develop the measurement scale of peer influence under the context of the social networks. Although some scholars have used experimental methods and econometric models to measure the influence of peers, it is often difficult to avoid the interference of correlation effects. And because peer influence is endogenous by interaction between individuals, it is difficult to be observed and changes in real time. It is also difficult to make accurate measurements. Although some scholars such as Yang use have measure peer influence using the social psychology approach, existing studies often use the measurement scale of the social influence or the reference group. Since peer influence and the latter two are not substitutes, and in the context of social networks, peer influence can explain phenomena or facts that they cannot explain, so it is especially necessary to develop a set of measurement scales of peer influence. Finally, the thesis takes the product type and relationship type as the high-order moderating variables, and uses the multi-layer regression analysis method to further explore the specific ways in which the peer influence affects the adoption intention. Results show that when the moderating variables not considered, the peer influence does not affect the adoption intention through the normative influence; under the product type’s moderating, the normative influence affects the adoption intention when the new product is used publicly; Under the high-order moderating of the tie strength, the stronger the tie strength, for the luxury new products used publicly, the greater the influence of information influence on the adoption intention, and vice versa. As the tie strength increases, for the necessary new products used privately, the influence of information influence on the adopt intention takes on inverse “U” type. The influence of the normative influence on the adoption intention is positive “U” type; for the necessary products used privately, the influence of comparative influence and emotional contagion on the adoption intention are both positive “U” type. The main contributions of the thesis are as follows: (1) For the first time, the thesis combines the context of social networks to refine and analyze the basic content of peer influence, and proposes that peer influence is a set of independent theoretical system, which breaks through the theoretical limitations of existing research, provides a solid theoretical foundation for promoting the development of peer influence theory in various subject areas; (2) according to the theoretical framework of the mechanism of peer influence generation that the thesis has proposes, the dimensions of peer influence in the context of social networks is divided, and taking the new product diffusion as a research horizon the measurement scales is developed, which provides theoretical supports for understanding deeply and interpreting accurately changes of individual attitudes and behaviors toward new products; (3) this thesis further discovers that for different product types the ways that peer influence affect the diffusion of new products differently, and the tie strength is different, the four dimensions has different influence on adoption intention for different types. This research also provides new insights for follow-up scholars to explore new product diffusion strategies under interpersonal communication channels, and has important practical implications for re-considering new product diffusion strategies by breaking specific social environmental boundaries.
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