The Influence Mechanism Of Consumers' Self-presentation On Electronic Word Of Mouth Communication In SNS

With the growing popularity of the Internet and mobile terminals,social networks are increasingly becoming a platform for people to engage in daily interactions and present themselves.People carry on self-presentation through publishing their own dynamics on the social network in real time through texts,pictures,videos,audio and other forms.In fact,many researchers have shown that self-presenting is an important reason for people to use social networks.The popularization of the Internet moved people's assessment of products,services and shopping experience-"word of mouth" from offline to online,then "electronic word of mouth" this new concept formed.As a user-led and less controlled word-of-mouth communication channel,social networks are more likely to be trusted by consumers,and consumers can freely publish or discuss consumer experiences and opinions on a certain product or service in social networks which objectively play a role in influencing other people's consumption decisions.Therefore,it is of great significance to study consumer willingness to spread WOM in the context of social networks for business or merchant marketing.Self-presentation,as an important purpose and motivation for people to use social networks,will inevitably affect people's behavior in social networks.Therefore,the spread of word-of-mouth in social networks should also be affected by self-presentation.However,there are few relevant literatures to explore people's eWOM willingness mechanism from this perspective.Based on the prevailing social network environment,based on social cognition theory and self-construction theory,this paper builds a theoretical framework and a research hypothetical model based on this,and explores the influence of consumer's self-presentation tactics on eWOMintention and the mediating role of network social support and information sharing self-efficacy.Through the empirical analysis of the questionnaire data collected using SPSS23.0 and AMOS 20.0,the following findings are obtained:(1)The ingratiation tactic influence eWOM intention through the complete mediating role of online social support and information sharing self-efficacy.(2)The exemplification tactic positively influences eWOM intention,and information sharing self-efficacy plays a part of mediating role among them,while network social support doesn't play an mediating role among them.(3)The self-promotion tactic directly affects eWOM intention positvely,and online social support and information sharing self-efficacy do not play mediating roles among them.(4)Online social support and information self-efficacy can directly promote eWOM intention.(5)Social networks based on the acquaintance's circle,such as WeChat and QQ,make it easier for social network users to gain social networking support and information sharing self-efficacy.(6)The daily time of using social networks positively affects the use of self-promotion tactic,the social network support obtained and eWOM intention.In the theoretical aspect,this paper considers the self-presentation tactics as independent variables of consumers' eWOM intention for the first time and explores the mediating effect of the online social support and information sharing self-efficacy between the self-presentation and eWOM,filling the gaps in the relevant research.In practice,this article starts from a new perspective of "self-presenting tactics" to help enterprises or merchants to better understand the mechanism of eWOM generation from the perspective of consumers and their cognition formed in the interaction with social network environment,so as to effectively motivate customers to spread eWOM,and through the empirical analysis of questionnaire data,put forward relevant management implications for enterprises or merchants.