Influencing Factors of Enterprise Social Media Information Utility:A Moderated Mediation Model
[Purpose/significance]Corporate social media has become an important communication channel between enterprises and consumers.Meeting consumers'information needs and improving their information utility can help enterprises develop.Therefore,it is of great significance to explore the factors affecting the information utility of corporate social media.[Method/process]This paper se-lects senior users of corporate social media as the research object,and uses interviews and grounded theory methods to analyze the fac-tors that influence the effectiveness of acquiring corporate social media information.The theoretical model was constructed from the in-formation ecology theory,and the hypothesis was verified by structural equation model and Bootstrap method.[Result/conclusion]The findings are as follows:①Information content quality,social influence and positive emotional experience positively affect information effectiveness;②Social influence and positive emotional experience play a partial mediating role in the relationship between informa-tion content quality and information utility;③Information literacy positively regulates the relationships among information content quality,social impact and information utility respectively.[Innovation/limitation]From the Angle of information ecology theory,this paper reveals the relationship between the influencing factors of enterprise social media information utility,and expands the research scenario of information utility.Future research can expand the research group to improve the external validity of the research conclu-sions,and improve the scientific and representative data.
enterprise social mediainformation utilitygrounded theoryinformation ecology theoryinfluencing factors
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