The Effect of Network Centrality on Customer Platform Engagement——The Analysis Based on Short Video Situations

Abstract

Abstract:

Network centrality is an important variable in the study of social networks, but it has not received sufficient attention in short video situations, and there is a lack of relevant discussions on the “double-edged sword” effect of network centrality in particular. Taking the users of the Douyin short video platform as the research object, based on the social capital theory and the resource dependence theory, this paper examines the nonlinear relationship between network centrality and platform engagement behaviors and the moderating effect of the information quality (satisfaction and experience) and users’ self-construction. The results demonstrate that when users have moderate centrality, they will show more user engagement behaviors. However, when the network centrality is too high, it significantly reduces user engagement behaviors. In addition, the experience and satisfaction of information significantly strengthen the inverted U-shaped relationship, while the independent self-construction has no significant moderating effect. The conclusions of this paper have important reference value for platform companies to understand user behaviors and optimize the platform engagement.

Key words: Network Centrality, Platform Engagement, Platform Information Quality, Independent Self-construction

摘要：

网络中心性是社会网络研究中的重要变量,但在短视频情景下并未得到充分关注,尤其是围绕网络中心性“双刃剑”效应的相关探讨更为匮乏。本文以抖音短视频平台用户为研究对象,基于社会资本理论,采用问卷调查和层次回归技术对网络中心性与用户平台契合行为之间的非线性关系进行实证研究,并讨论了平台信息质量(体验性和满足性)和用户自我建构扮演的调节角色。结果表明,当用户具有适度中心性时,表现出更多的平台契合行为,然而当网络中心性过高时,却显著降低了其契合行为。另外,信息体验性、信息满足性显著强化了两者的倒U型关系,而独立型自我建构的调节作用并不显著。本文结论对平台企业了解用户行为和优化中心用户平台契合具有重要借鉴价值。

关键词: 网络中心性, 平台契合, 平台信息质量, 独立型自我建构

CLC Number:

F270

YANG Zhiyong, ZHAO Fangfang. The Effect of Network Centrality on Customer Platform Engagement——The Analysis Based on Short Video Situations[J]. Collected Essays on Finance and Economics, 2021, 37(8): 102-112.

杨志勇, 赵芳芳. 网络中心性对用户平台契合的影响研究——基于短视频情景的分析[J]. 财经论丛, 2021, 37(8): 102-112.

Figures/Tables 6

References 41

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变量	题项	载荷	α	CR	AVE
信息满足性	短视频提供的信息涵盖了我的需求	0.824	0.804	0.8041	0.6724
信息满足性	短视频提供的信息包括了我所有必需的价值	0.816	0.804	0.8041	0.6724
信息体验性	短视频提供的信息可以带给我沉浸式的体验感	0.747	0.761	0.7632	0.6177
信息体验性	短视频提供的信息让我心情感觉很放松	0.823	0.761	0.7632	0.6177
网络中心性	我在抖音APP中,其他用户对我的依赖性很大	0.785	0.754	0.7559	0.6077
网络中心性	我在抖音APP’中与许多用户都建立了联系	0.774	0.754	0.7559	0.6077
独立自我建构	我的个人身份独立于他人,这对我很重要	0.775	0.732	0.7336	0.5793
独立自我建构	我喜欢在很多方面与众不同	0.747	0.732	0.7336	0.5793
用户平台契合	我会给其他用户提供建议,以帮助他们在抖音中找到所需要的短视频信息	0.818	0.925	0.925	0.6727
	我会向其他用户传授经验,以教会他们如何更好地使用抖音的产品/服务	0.848
	我会向其他用户介绍自己了解的抖音中的短视频,以帮助他们解决使用中遇到的问题	0.833
	我会给其他用户提供建议,以帮助他们在抖音中找到所需要的短视频	0.821
	当抖音回访用户,我会积极的反馈信息	0.809
	当抖音回访用户时,我会提供真实有效的反馈信息	0.791

变量	题项	载荷	α	CR	AVE
信息满足性	短视频提供的信息涵盖了我的需求	0.824	0.804	0.8041	0.6724
信息满足性	短视频提供的信息包括了我所有必需的价值	0.816	0.804	0.8041	0.6724
信息体验性	短视频提供的信息可以带给我沉浸式的体验感	0.747	0.761	0.7632	0.6177
信息体验性	短视频提供的信息让我心情感觉很放松	0.823	0.761	0.7632	0.6177
网络中心性	我在抖音APP中,其他用户对我的依赖性很大	0.785	0.754	0.7559	0.6077
网络中心性	我在抖音APP’中与许多用户都建立了联系	0.774	0.754	0.7559	0.6077
独立自我建构	我的个人身份独立于他人,这对我很重要	0.775	0.732	0.7336	0.5793
独立自我建构	我喜欢在很多方面与众不同	0.747	0.732	0.7336	0.5793
用户平台契合	我会给其他用户提供建议,以帮助他们在抖音中找到所需要的短视频信息	0.818	0.925	0.925	0.6727
	我会向其他用户传授经验,以教会他们如何更好地使用抖音的产品/服务	0.848
	我会向其他用户介绍自己了解的抖音中的短视频,以帮助他们解决使用中遇到的问题	0.833
	我会给其他用户提供建议,以帮助他们在抖音中找到所需要的短视频	0.821
	当抖音回访用户,我会积极的反馈信息	0.809
	当抖音回访用户时,我会提供真实有效的反馈信息	0.791

	均值	标准差	1	2	3	4	5	6
1.信息满足性	3.744	1.074	0.820
2.信息体验性	3.852	0.951	0.718^**	0.786
3.独立型自我建构	3.687	1.000	0.730^**	0.679^**	0.761
4.网络中心性	3.600	1.048	0.656^**	0.618^**	0.698	0.780
5.平台契合行为	3.704	0.994	0.810^**	0.769^**	0.757^**	0.736^**	0.820
6.成为平台用户时长	2.280	1.041	-0.183^**	-0.106	-0.138^*	-0.146^**	-0.182^**	1.000

	均值	标准差	1	2	3	4	5	6
1.信息满足性	3.744	1.074	0.820
2.信息体验性	3.852	0.951	0.718^**	0.786
3.独立型自我建构	3.687	1.000	0.730^**	0.679^**	0.761
4.网络中心性	3.600	1.048	0.656^**	0.618^**	0.698	0.780
5.平台契合行为	3.704	0.994	0.810^**	0.769^**	0.757^**	0.736^**	0.820
6.成为平台用户时长	2.280	1.041	-0.183^**	-0.106	-0.138^*	-0.146^**	-0.182^**	1.000

变量	模型1	模型2	模型3	模型4	模型5	模型6	模型7
网络中心性		1.681^*** (7.835)	0.610^** (3.607)	0.334 (1.466)	0.600^** (2.600)	0.670^** (2.884)	0.446^* (1.723)
网络中心性²		-0.969^*** (-4.506)	-0.372^** (-2.311)	-0.047 (-0.217)	-0.323 (-1.522)	-0.407^* (-1.893)	-0.144 (-0.594)
信息满足性			0.349^** (7.855)	0.305^** (6.753)	0.331^** (7.415)	0.347^** (7.738)	0.305^** (6.727)
信息体验性			0.245^** (5.832)	0.218^** (5.184)	0.220^** (5.069)	0.245^** (5.751)	0.213^** (4.924)
独立型自我建构			0.157^** (3.578)	0.128^** (2.912)	0.140^** (3.181)	0.148^** (3.247)	0.134^** (2.980)
网络中心性*信息满足性				0.321^* (1.644)			0.113 (0.390)
网络中心性²*信息满足性				-0.439^** (-2.374)			-0.255 (-0.961)
网络中心性*信息体验性					0.416^* (1.897)		0.201 (0.671)
网络中心性²*信息体验性					-0.463^** (-2.250)		-0.239 (-0.867)
网络中心性*独立型自我建构						0.220 (1.084)	0.173 (0.587)
网络中心性²*独立型自我建构						-0.216 (-1.153)	-0.089 (-0.340)
性别	0.023 (0.414)	0.066^* (1.776)	0.062^** (2.345)	0.063^** (2.422)	0.056^** (2.120)	0.067^** (2.474)	0.063^** (2.336)
成为平台用户时长	-0.184^** (-3.287)	-0.096^** (-2.561)	-0.045^* (-1.685)	-0.048^* (-1.800)	-0.047^* (-1.715)	-0.044 (-1.585)	-0.045 (-1.651)
R²	0.034	0.579	0.788	0.797	0.793	0.789	0.800
R²变化量		0.545	0.209	0.218	0.214	0.210	0.221
F值	5.418	106.374	162.663	132.905	129.426	126.400	92.031