Research On The Influence Mechanism Of Social Support On Customer Participation Behavior In Mobile Social Network

With the rapid development of mobile communication technology and the upgrading of intelligent mobile terminals and the improvement of processing capacity,users are eager to enjoy the services provided by social networks without being restricted by any time and place.Mobile social networks conform to this trend.Because mobile social network services and applications have more advantages in mobility,dynamics and interactivity,mobile social networks can provide users with a more intelligent and personalized user experience in virtual communities,such as building a platform for users to share their own experience,quantitative data,etc.,to meet users’ enjoyment needs and social needs,so as to enable users to expand their relationships,obtain information Get efficient support and help in work development and life.Mobile socialized networks make up for the shortcomings of traditional socialized networks.They use mobile terminal devices as carriers,possessing both the characteristics of mobile terminal applications and the usage characteristics of mobile internet.They provide better and more convenient services for diverse users,promote the development of the internet towards a more open and socialized direction,and build closer and more complex social relationships,It has also brought profound changes to consumer participation behavior patterns,that is,consumer participation in enterprise marketing activities is no longer limited to the traditional offline environment,but can not only participate online through online platforms,but also participate in offline marketing activities through the use of online platforms to obtain information.This is motivating more and more enterprises to carry out marketing activities through mobile social networks.However,few existing studies have combined the characteristics of mobile social networks to carefully divide the composition of customer participation behavior in this environment,and have not conducted in-depth exploration and empirical test of its driving factors.In addition,since information support and emotional support are the main support mechanisms for social interaction in online communities,this paper will explore the impact of these two types of support on customer participation in mobile social networks.From the perspective of social support,this paper analyzes its influence mechanism on customer participation behavior,and combines CAPS theory to verify the intermediary role of self-efficacy in social support affecting customer participation behavior,and tries to explain the regulatory role of relationship strength on self-efficacy.Finally,this study draws the following conclusions by constructing a theoretical model and conducting empirical analysis on the collected effective data:(1)information support significantly positively affects customers’ online and offline participation behavior,and emotional support significantly positively affects customers’ online and offline participation behavior;(2)Self-efficacy plays an intermediary role in the relationship between information support and customer online participation,information support and customer offline participation,emotional support and customer online participation,and emotional support and customer offline participation;(3)The relationship strength plays a positive role in the relationship between information support and self-efficacy,emotional support and self-efficacy.Based on the above research conclusions,this paper puts forward corresponding management implications to help enterprises more flexibly carry out targeted marketing activities with the help of mobile social networks and attract customers to participate.