关键词: 网络社群, 主动式推荐, 心理抗拒, 接受意愿, 社群参与, 电子商务, 微信营销

Abstract: The study aims to analyze the influencing factors and mechanism of users' willingness to accept active recommendation information in the network community, and to bring enlightenment to the marketing of e-commerce enterprises. In line with the purpose, the conceptual model of “influencing factor-psychological resistance-acceptance intention” was established, and then the empirical analysis verification was carried out by collecting 418, 368 and 388 copies of effective questionnaires respectively recovered from college student group, community group and interest group. The results show that the users’ acceptance intention to the active recommendation information of network community is affected by psychological resistance. The significant levels of price discounts,community identity,entertainment experience,business image and interactive experience that affect the user's compulsive feelings range from strong to weak.And the significance levels of information experience,entertainment experience, merchant image and personal trust tendency that affect user's manipulation intention inference range from strong to weak.Community participation motivation has no significant effect on psychological resistance.

Key words: Network community, Active recommendation, Psychological resistance, Acceptance intention, Community participation, Electronic bussiness, Wechat marketing