Abstract
Under the Internet environment, mobile social network has become an effective platform to post product recommendation information. This paper aims to analyze how mobile social network users’ product recommendation information influence consumers’ intention to participate sharing economy and find its working mechanism. Based on the theory of planned behavior and source credibility theory, from the source level, it is put forward that the second-order variable source credibility, which is explained by intimacy, expertise, trustworthiness, attractiveness and past behavior, influences consumers’ sharing economy participation intention via influencing consumer attitudes, subjective norm and perceive behavior control. At the same time, perceive behavior control and subjective norm influence attitude. This paper also put forward the management implication, hoping to provide certain reference for firms to carry out precise target marketing strategy.
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Acknowledgements
This work was supported by Social Science Foundation Project of Jilin Province: Research on Promotion Strategy of Consumers’ Participation Stickiness under Sharing Economy Model (2019B64), and Social Science Project of “the 13th Five-Year Plan” sponsored by the Education Department of Jilin Province: A Study of the Influencing factors on Mobile Social Network User’s Response Intention towards Product Recommendation Information Posted by the Contacts (JJKH20181319SK).
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Dong, Y., Dong, L. (2021). Influence Mechanism of Mobile Social Network Users’ Product Recommendation Information on Consumers’ Intention to Participate Sharing Economy. In: Abawajy, J., Xu, Z., Atiquzzaman, M., Zhang, X. (eds) 2021 International Conference on Applications and Techniques in Cyber Intelligence. ATCI 2021. Advances in Intelligent Systems and Computing, vol 1398. Springer, Cham. https://doi.org/10.1007/978-3-030-79200-8_15
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DOI: https://doi.org/10.1007/978-3-030-79200-8_15
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