产业边界管理人员会使用社交媒体吗——基于B2B个体社会资本视角的实证研究

›› 2019 ›› Issue (02): 50-61.

产业边界管理人员会使用社交媒体吗——基于B2B个体社会资本视角的实证研究

卢宏亮, 王冰

东北林业大学经济管理学院, 黑龙江哈尔滨 150040

收稿日期:2018-09-06 出版日期:2019-03-15 发布日期:2019-03-25
作者简介:卢宏亮(1981-),男,黑龙江泰来人,东北林业大学经济管理学院副教授、博士、硕士生导师,研究方向为品牌管理,社交媒体营销等;王冰(1995-),女,黑龙江东宁人,东北林业大学经济管理学院硕士研究生,研究方向为社交媒体营销。
基金资助:
中央高校基本科研业务项目（2572017DC01）"社交媒体情境下B2B品牌权益提升：动因、路径与绩效"；国家自然科学基金项目（71302065）"转型经济背景下B2B品牌资产的来源路径、形成机理及溢出效应"；黑龙江省哲学社会科学基金项目（15GLE02）"基于顾客体验的家具企业定制化及企业绩效问题研究"；黑龙江省博士后科研启动基金项目。

Will Industrial Boundary Spanners Use Social Media-An Empirical Study from the Perspective of B2B Individual Social Capital

LU Hong-liang, WANG Bing

Northeast Forestry University, College of Economics and Management, Harbin, Heilongjiang 150040, China

Received:2018-09-06 Online:2019-03-15 Published:2019-03-25

摘要/Abstract

摘要： 基于B2B边界管理人员个体社会资本价值认知视角，将理性信息补充价值、人际交往价值、年轻化水平以及主观规范等作为前因变量，以边界管理绩效为结果变量，构建了社交媒体使用的前因及结果模型，并考虑了个体创新性的调节效应。通过对B2B企业边界管理人员进行问卷调查得到的相关数据检验了研究假设。实证结果显示：四个自变量均对社交媒体使用有正向影响；社交媒体使用也会正向提升边界管理绩效；个体创新性正向调节理性信息补充价值和人际交往价值对社交媒体使用的关系，而对年轻化水平以及主观规范与社交媒体使用关系的调节作用不显著。相关结果对于B2B企业管理者和社交媒体平台具有一定的管理启示。

关键词: B2B社交媒体, 个体社会资本, 边界管理者

Abstract: An antecedents and performance model of social media use is constructed to explore the influence of rational information supplementary value, interpersonal communication value, younger level and subjective norms based on the view of individual social capital value of B2B boundary spanners, and take the boundary management performance as independent variable, the individual's innovation as a moderate variable. It conducts a questionnaire survey among B2B boundary spanners to test the assumptions. The empirical results show that the four independent variables have the most significant relationship with the social media business use and the social media use also positively improves the performance of boundary management. The individual innovation positively moderates the relationship between the rational information supplementary value, interpersonal communication value and social media use, but the moderating roles of younger level and subjective norms on the social media use is not significant. Relevant results have some management implications for B2B business managers and social media platforms.

Key words: B2B social media, individual social capital, boundary spanners

中图分类号:

F274

卢宏亮, 王冰. 产业边界管理人员会使用社交媒体吗——基于B2B个体社会资本视角的实证研究[J]. , 2019(02): 50-61.

LU Hong-liang, WANG Bing. Will Industrial Boundary Spanners Use Social Media-An Empirical Study from the Perspective of B2B Individual Social Capital[J]. , 2019(02): 50-61.

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