经济与管理2025，Vol.39Issue(2)：41-49,9.
微信公众号技术可供性如何促进用户价值共创行为
How the Technology Availability of Wechat Official Account Promotes User Value Co-Creation:The Mediating Role of Psychological Contract
摘要
Abstract
The operation of official accounts relies heavily on user attention and support.From the perspective of technological affor-dances,this research constructs an"enterprise-user"official account relationship model and demonstrates the role of technological af-fordances on value co-creation behavior.Based on 534 valid questionnaires,analysis using SPSS and AMOS software revealed that physical affordance,informational affordance,interactional affordance,and transactional affordance of technological affordances posi-tively influence the establishment of transactional psychological contracts and relational psychological contracts for users.The establish-ment of transactional and relational psychological contracts positively influences users'contributive and feedback behaviors.Psychologi-cal contracts fully mediate the relationship between technological affordances and users'value co-creation behaviors.In high-involve-ment contexts,transactional affordances are more likely to elicit users'transactional psychological contracts.Users who hold transac-tional psychological contracts are more inclined to engage in feedback behavior,while those with relational psychological contracts are more predisposed to contributive behavior.关键词
企业微信公众号/技术可供性/心理契约/价值共创行为Key words
Wechat official account/technology availability/psychological contract/value co-creation分类
管理科学引用本文复制引用
陈义涛,刘茜,蒋雅琼..微信公众号技术可供性如何促进用户价值共创行为[J].经济与管理,2025,39(2):41-49,9.基金项目
国家社会科学基金项目(20BGL247) （20BGL247）
广西哲学社会科学基金项目(22FGL021) （22FGL021）
