Research On The Relationship Of Reference Group Influence?Perceived Value And Users' Recommendation Intention

In 2012,WeChat launched function of official account,official account developed rapidly based on the WeChat platform.At present,some scholars have begun to study users' behavior under the situation of official account,but none of them has studied users'recommendation intention.This study takes the movie official account as the research situation,mainly study users' recommendation intention under the influence of the reference group,and the results can be extended to other media.There are three innovative points in this study:firstly,the research situation is innovative.This study selects the movie official account as the research situation,explores the psychological variables in the movie official account situation,which enriches the empirical research under the situation of official account.Secondly,the reference group is innovative.In this study,movie official account is selected as the reference group.Most of the existing research chose groups with direct relationship as the reference group,such as friends and classmates,and few scholars chose fictious groups without direct relationship as the reference group.Thirdly,the research topic selected in this study is innovative.This research selects users' recommendation intention to the movie official account as the research subject.At present,most scholars pay attention to the user stickiness and continuous use behavior,while few pay attentions to the users' spontaneous recommendation intention to the official account.First of all,this study adopted the method of literature research to the reference group influence,perceived value,recommendation intention,the classification of reference group influence and perceived value were sorted out,and built the research model of this study on the basis of related theory,this study treats official accounts as the reference group,treat perceived value as the mediating role,discussed the relationship between the reference group influence and users' recommendation intention.through pre-experiment,this study established questionnaire combined with other scholars'maturity scale,which is suitable for the purpose,the questionnaire was divided into 6 dimensions and 25 items.Then the questionnaire was distributed on network through the questionnaire platform,and obtained 357 valid sample at total,and the data were analyzed by SPSS and Amos.Finally,some Suggestions are provided for the development of the movie official account,and the future research direction is prospected.The main conclusions of this study are as follows:the influence of reference group has a significant positive effect on users' recommendation intention,the influence of reference group has a significant positive effect on users' perceived value,the perceived value has a significant positive effect on users' recommendation intention,and the perceived value plays a partial mediating role between the influence of reference group and users' recommendation intention.Therefore,the movie official account should improve users' perceived value and define its own style,create an image spokesman for itself,at the same time great attention should be paid to the quality of the content,for providing useful information to users.