当好友推荐时:俄罗斯人和荷兰人在受到Facebook好友推荐时的在线购买行为

Q1 Social Sciences

Russian Journal of Communication Pub Date : 2019-08-29 DOI:10.1080/19409419.2019.1656545

Peter Broeder, A. V. Hout

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引用次数: 10

摘要

摘要:本研究探讨了Facebook广告中的产品推荐与消费者行为意图之间的关系，以及在避免不确定情境的倾向中，文化差异对这种关系的影响程度。在一项在线实验中，142名荷兰人和92名俄罗斯人(平均年龄24岁)在Facebook上看到了两则GoPro相机的广告。广告中的产品推荐在联系强度上存在差异，即Facebook上的亲密好友(强关系)和其他Facebook好友(弱关系)推荐的数量和类型。结果显示，荷兰组的购买意愿高于俄罗斯组。这两个群体都更容易受到强关系网友的影响，而不是弱关系网友的影响。荷兰组的领带强度效应更强。与此同时，与荷兰人相比，俄罗斯人对不确定性的回避程度更高，而且他们也报告说，他们对其他人的推荐的重视程度低于他们在线朋友的推荐。此外，他们更愿意把GoPro相机作为礼物送给他们在Facebook上的好友，而不是其他Facebook好友。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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When friends recommend: online purchasing behavior of Russian and Dutch people when prompted by recommendations from Facebook friends

ABSTRACT This study investigates the relationship between product recommendations in a Facebook advertisement and the behavioral intentions of consumers, and to what extend this relationship is influenced by cultural differences in the tendency to avoid uncertain situations. In an online experiment 142 Dutch and 92 Russian people (average age 24 years) were presented with two advertisements of a GoPro camera in a Facebook context. The product recommendations in the advertisements differed in tie strength, that is, the amount and type of recommendations by close Facebook friends (strong ties) and other Facebook friends (weak ties). The results showed that the Dutch group had higher purchase intentions than the Russian group. Both groups are more influenced by strong tie online friends, than by weak tie online friends. The tie strength effect was stronger for the Dutch group. Meanwhile, compared to the Dutch group, the Russian group had a higher level of uncertainty avoidance, and also reported that they valued less the recommendations of other people, than those from their online friends. In addition, they were more willing to give the GoPro camera as a present to their close Facebook friends, than to other Facebook friends.

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来源期刊

Russian Journal of Communication Social Sciences-Political Science and International Relations

自引率

0.00%

发文量

期刊介绍： Russian Journal of Communication (RJC) is an international peer-reviewed academic publication devoted to studies of communication in, with, and about Russia and Russian-speaking communities around the world. RJC welcomes both humanistic and social scientific scholarly approaches to communication, which is broadly construed to include mediated information as well as face-to-face interactions. RJC seeks papers and book reviews on topics including philosophy of communication, traditional and new media, film, literature, rhetoric, journalism, information-communication technologies, cultural practices, organizational and group dynamics, interpersonal communication, communication in instructional contexts, advertising, public relations, political campaigns, legal proceedings, environmental and health matters, and communication policy.