The Impact of User Social Support on Customer Engagement in Online Knowledge Platforms: The Mediating Role of Perceived Persuasion

• 발행기관: 한중경제문화학회
• 저자명: Xueting Jiao Jin Zhu
• 간행물 정보: 『한중경제문화연구』제31권, 135~150쪽, 전체 16쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2025.08.30

국문 초록

This study investigates the direct impact of User Social Support on Customer Engagement within online knowledge‐sharing platforms and examines the mediating role of Perceived Persuasion. [Method/Process] A survey employing validated scales was administered to users of online knowledge platforms to measure User Social Support, Perceived Persuasion, and Customer Engagement. [Results/Conclusions] In the context of online knowledge platforms, User Social Support exerts a significant positive influence on Customer Engagement. Perceived Persuasion constitutes a mediation pathway. These findings indicate that User Social Support provides users with valuable resources and intrinsic motivation, thereby enhancing Customer Engagement. Specifically, it enhances Customer Engagement by increasing customers’ willingness to accept and trust external information. Consequently, when promoting online knowledge platforms, practitioners should leverage User Social Support and Perceived Persuasion to optimize user experience and augment Customer Engagement.

목차

Ⅰ. Introduction

Ⅱ. Literature Reviewand Research Hypotheses

Ⅲ. Research Design

Ⅳ. Results and Discussion

Ⅴ. Research Conclusions

VI. Research Contributions, Managerial Implications, and Limitations

References

키워드

User Social Support Customer Engagement Perceived Persuasion