Research On The Influence Of Perceived Value On Users' Sharing Willingness In Social Networks

In recent years,social networks develop very fast and have become a major Web 2.0 application,owing to its great number of users,high impacts and influences,and significant commercial values.In China,the development of social network services,represented by a number of Web companies such as KaiXin,Sina Weibo,WeChat,and QQ,is also increasing.Social networks play an important role in people's life.It not only has become a part of people's lives and but also has become one of the major tools for people to receive information,express opinions and communicate with each other every day.All in all,with the huge number of users,convenient information dissemination and fast way of information dissemination,social networks have brought great impacts on people's social life.Owing to the large number of users,the large amount of data,timely information dissemination,and other characteristics,more and more enterprises use social networks to carry out marketing,so that to reduce the cost of marketing and to significantly improve the marketing effectiveness in social networks.In social network environments,an important factor affecting the cost of marketing is users'willingness to share marketing information.Therefore,how to improve users'enthusiasm to share their wishes,so as to enhance marketing influences and social influences,has become a common need of enterprises to develop marketing in social network environments.Based on the above background as well as a literature review on perceived value,user trust,and sharing willingness,this paper proposes to study the influences of perceived value on t social network users to share information.Perceived value is the overall utility evaluation through a comparison between the product services and in turn the perceived values that users acquire or use and the costs users paid for the products or services.In marketing,perceived value is the ultimate judge of marketing effectiveness.However,in social network environments,it is still an unclear issue how perceived value influences users' willingness to share and thus affect marketing effects.Aiming at solving this problem,this paper first constructs a research model involving perceived value,user trust and sharing willingness.Then,we collect 245 valid questionnaires and use the SPSS software to perform empirical analysis,including correlation analysis,regression analysis,and mediation effect analysis.Finally,we get the following conclusions:(1)The four dimensions of perceived value of social network users have a positive effect on trust;(2)The trust of social network users has a positive impact on sharing willingness;(3)In social networks,user trust plays a partial intermediary role on social value,entertainment value,emotional value,information value,and sharing willingness.This paper uses social networks as the research object,and explores the impact of perceived value on users' sharing willingness in social network environments,which is of great significance to marketing businesses.The results of this paper can enrich social network based marketing and other related research fields.In addition,it can also provide some referential values for the practices of social network marketing.