Abstract：Based on the information adoption model, this paper explores the influence mechanism underlying the impacts of social Q&A content characteristics, such as content valence, content quality, and source credibility on users’ purchase intention during the process of product innovation diffusion. Employing the method of behavioral experimentation, the study utilizes the Q&A content related to foldable screen smartphones from the Zhihu community as experimental material. It is found that the social Q&A content mainly affects users’ purchase intention through the central route rather than the peripheral route. Specifically, the positive content reduces users’ perceived risk of product innovations and then improves users’ purchase intention. Compared with the low content quality condition, when the content quality is higher, the effect of content valence on users’ purchase intention is more substantial. However, the moderation effect of source credibility was not supported. In addition, the study also reveals a consumer negation tendency in the diffusion of product innovation.
温德成，李秀琳，陈晓. 产品创新扩散中社会化问答内容特征对用户购买意愿的影响机制研究[J]. 管理学报, 2025, 22(2): 336-.
WEN Decheng，LI Xiulin，CHEN Xiao. The Impact of Social Q&A Content Characteristics on Users’ Purchase Intention during Product Innovation Diffusion. Chinese Journal of Management, 2025, 22(2): 336-.
