消费者对不同社会距离下他人评价的反应

为了探究不同调节定向类型的消费者对不同社会距离他人评价的反应,采用2(调节定向:促进VS预防)×2(社会距离:社会远距离VS社会近距离)×2(评价属性:积极VS消极)实验设计的方法,结果发现,促进定向的消费者更愿意接受社会远距离他人的评价,预防定向的消费者更愿意接受社会近距离他人的评价。促进定向的消费者受社会远距离他人的积极评价影响更显著,预防定向的消费者受社会近距离他人的消极评价影响更显著。     

集成调节匹配对广告态度的影响

探讨受众的调节定向与信息框架的集成调节匹配对受众广告态度的影响以及集成调节匹配影响广告态度的边界条件.基于调节匹配效应和信息处理理论建立假设,通过两项以学生为被试的实验收集数据,采用方差分析方法进行假设检验.实验结果表明,集成调节匹配的广告较不匹配的广告更能塑造受众积极的广告态度,当广告侧重描述问题时,广告采用亏损框架宣传更能塑造受众积极的广告态度;当广告侧重描述问题解决时,广告采用得益框架宣传更能塑造受众积极的广告态度.实验1和实验2分别从受众情境性信息处理动机和特质性信息处理动机两方面发现,集成调节匹配对广告态度的影响作用产生的边界条件分别为受众高话题卷入度和高认知需求,即受众具有较高的信息处理动机.     

时间压力与调节聚焦对促销框架效应的影响研究北大核心CSCDCSSCI

基于框架效应理论,考察了时间压力和消费者调节聚焦对促销框架与消费者反应之间关系的调节作用。实证研究结果表明:促销框架对消费者感知价值和预期后悔的影响受到时间压力的调节作用,具体而言,在促销时间限制紧迫下,减少损失型促销比获得收益型促销带来更高感知价值和预期后悔;而在促销时间限制宽松下,这两种促销框架的影响差异消失;同时,促销框架对消费者感知价值和预期后悔的影响受到消费者调节聚焦的调节作用,具体而言:针对促进型调节聚焦的消费者,获得收益型促销比减少损失型促销带来更高感知价值和预期后悔,而针对防御型调节聚焦的消费者,减少损失型促销比获得收益型促销带来更高感知价值和预期后悔;最后研究还证实了感知价值和预期后悔在促销框架影响购买意愿过程中起到中介作用。     

奖励推荐计划口碑对接收者的影响

奖励推荐计划(Referral Reward Program)是企业给予现有顾客物质奖励,激发其向新顾客发送口碑推荐产品的新营销策略。与自然口碑相比,奖励推荐口碑复杂的发送动机影响了接收者对其评判。基于信任和关系范式理论,本文通过三个实验探究奖励推荐口碑对接收者态度和行为意向的影响。发现:(1)奖励推荐口碑对接收者购买意向的积极影响总体小于自然口碑,原因是接收者怀疑口碑信息的可信性及不能接受推荐者因获得奖励而推荐的行为;(2)口碑沟通双方的关系强度影响奖励推荐口碑的作用,相同奖励额度下强联系奖励口碑对接收者的购买意向有积极作用,而弱联系奖励口碑作用不大;(3)增强推荐者专业能力和改变奖励分配方式对改善奖励推荐计划效果具有积极作用。     

技术特征、关系结构与社会化购买行为

社会化媒体技术与社会关系网络促进了社会化商务(SC)的价值创造,如何有效利用技术与用户的关系结构是 SC 企业提高其平台购买转化率的关键． 从双重视角探索技术与关系如何影响用户购买决策,基于刺激―机体―反应框架,构建了以技术可供性和强、弱关系为刺激因素,信息诊断性和意外发现性为内在机体状态,社会化购买意向为“反应”的理论模型,探索了用户社会化购买行为的发生机制． 以具有社会化购买体验的微信用户作为研究对象,运用 SmartPLS 3.0 对模型进行了路径检验和假设分析． 研究结果发现: 技术可供性与弱关系对信息诊断性和信息意外发现性具有正向影响; 弱关系对信息意外发现性的影响作用大于强关系; 信息诊断性正向影响信息意外发现性,信息诊断性与意外发现性对社会化购买意向均有显著正向影响; 然而,强关系对信息意外发现性的影响不显著． 信息诊断性与信息意外发现性部分中介了技术可供性对社会化购买意向的影响,完全中介了弱关系对社会化购买意向的影响,信息诊断性部分中介了强关系对社会化购买意向的影响． 为进一步探究社会化购买行为提供 了理论基础和实践指导．     

如何讲述产品缺点——“种草”短视频的信息双边性对消费者关注行为和购买行为的不对称影响

随着短视频媒体的快速发展,网红“种草”视频成为产品推广的重要渠道,其中“种草”短视频的信息内容是营销成功的关键因素。信息双边策略是“种草”短视频创作中常用的信息策略,但目前关于网红“种草”短视频中的信息双边性对消费者购买行为和关注行为的影响机理尚不明确。本文基于双边说服理论及认知负荷理论,探讨了网红“种草”短视频中的信息双边性对消费者购买行为和关注行为的不对称影响。本文通过对15843个抖音“种草”短视频面板数据及一个行为学实验进行分析,研究发现“种草”短视频中信息双边性对消费者购买行为和关注行为的影响具有不对称关系。此外,信息偏向性和网红带货口碑在信息双边性和购买行为、关注行为之间的关系中具有显著的调节效应。本研究拓展了网红营销中消费行为的研究范畴,深化了对短视频营销中信息双边策略的理解。同时研究结论对企业的网红合作策略及网红“种草”短视频创作策略具有一定的指导意义。     

慈善营销中契合类型与信息框架对消费者响应的影响

本文旨在研究不同信息框架下企业与慈善事业的契合类型对消费者响应的影响,采用两个2×2的组间实验设计,探讨了契合类型(形象契合/功能契合)、文字表述方式(积极表述/消极表述)与图片呈现方式(突出企业/突出慈善事业)对消费者响应的主效应以及交互效用。结果表明,契合类型、文字表述方式和图片呈现方式对消费者态度的主效应显著;另外,在形象契合情况下,文字表述方式和图片呈现方式对消费者态度影响的差异显著,而在功能契合的情况下,这种影响的差异不显著。     

团队间竞争对亲团队非伦理行为的影响：一个跨层模型的检验

团队间竞争是激发群体活力、提高团队产出的重要策略，但其潜在的伦理风险一直缺乏必要的关注。本文基于伦理决策的成本-收益分析框架，通过68个团队的266份数据对团队间竞争影响个体/群体亲团队非伦理行为的作用机制进行了实证检验。HLM跨层分析结果表明：团队间竞争既可以激发个体亲团队非伦理行为，也可以推动团队成员集体实施亲团队非伦理行为，进而涌现出群体亲团队非伦理行为，促进焦点在其中具有中介作用。一方面，团队间竞争通过个体促进焦点正向影响个体亲团队非伦理行为；另一方面，团队间竞争通过团队促进焦点既可以积极影响个体亲团队非伦理行为，也可以导致群体亲团队非伦理行为。最后，本文讨论了本研究的理论贡献和实践价值，并指出不足和未来研究方向。     

公共卫生事件中社交媒体谣言扩散影响因素研究——信息响应视角

明晰公共卫生事件中社交媒体谣言扩散机理，是制定有效谣言治理策略的前提。本文基于社交媒体中“转发”和“点赞”两种不同的信息响应方式，以详尽可能性模型为研究框架，探究信息内容和信源特征维度下不同因素对谣言扩散的影响，构建谣言扩散行为模型，并利用新冠疫情谣言数据集进行实证分析。结果表明：来源专业性和信息的社会影响力正向影响谣言的扩散规模和速度；在用户规避深层次风险沟通的心理驱动下，来源模糊与内容模糊均会提升谣言的点赞规模。此外，情绪会促进谣言扩散规模，且情绪总量与消极情绪的交互项显著影响谣言的点赞规模。基于此，谣言治理要建立完善的监测监控及预警机制，制定及时准确的澄清策略，营造健康良好的网络环境。     

试论信息污染及其控制措施

信息在人们的生产和社会生活中发挥着十分重要的作用,人类通过社会信息流控制物质流和能量流的运动方向,获得了十分巨大的经济和社会效益。然而,信息为人们带来实惠与效益的同时,也带来了日益严重的信息污染难题。当前,有很多种表达信息污染的概念,如“信息污染是指无价值与错讹的信息泛滥并造成危害的现象”“信息污染是指信息资源中混入干扰性、欺骗性,误导性信息的现象”“信息污染是指人们所从事的政治、经济、文化、教育及日常生活中存在许多虚假、冗余、过剩、老化、淫秽等不良信息,影响了人们对有用信息的吸收利用,甚至造成对人类的危害和损失的现象”等。     

Incorporating Message Framing into Narrative Persuasion to Curb E-Cigarette Use Among College Students

This study examines the interaction effect of message format (narrative vs. nonnarrative) and message framing (gain vs. loss) in e-cigarette prevention targeting young adults. Results of a two-way experiment (N = 439) revealed that transportation and discrete emotions mediated message effect on risk perception and behavioral intention. Compared to the gain-framed nonnarrative, the gain-framed narrative reduced feelings of guilt, and guilt was negatively related to risk perception and positively related to behavioral intention. Thus, the gain-framed narrative achieved desirable persuasive outcome through guilt—increasing risk perception and decreasing intention to use e-cigarette. Similarly, the loss-framed narrative evoked greater sadness, which also led to increased risk perception and decreased behavioral intention. Transportation and discrete emotions mediated message effect in a serial order. This research not only contributes to the literature on narrative persuasion and emotion, but also provides insight for health communication designed for e-cigarette prevention.     

即时通讯服务使用行为的影响因素实证研究

基于因特网的即时通讯(instant m essage,IM)因其即时、快速、有效的优点,使用者越来越多。随着V oIP技术的发展,其大有取代电子邮件和固定电话之势。基于技术接受模型(TAM),从感知的有用性、感知的易用性、“沉浸”体验、感知的趣味性和隐私5个方面分析我国互联网用户接纳IM应用服务这种行为意向的影响因素,并采用结构方程模型(SEM)实证分析了5个因素对即时通讯使用行为意向的影响,最后提出了对策建议以及进一步研究的方向。     

Loss/Gain Framing,Dose, and Reactance: A Message Experiment

Whether a loss or gain frame has a persuasive advantage in communicating health risks is a matter of ongoing debate. Findings reported in the literature are mixed, suggesting that framing effects are likely complex and may be influenced by a combination of factors. This study examined reactance as a mediator and dose as a moderator of loss/gain framing effects. Adults (N = 1,039) read framed messages about the health consequences of physical (in)activity in varying message doses (i.e., number of framed statements). Compared to loss frames, gain frames generated more threat to freedom and reactance. Dosage exerted significant influence at the extremes; the one‐dose messages invoked less intentions to exercise compared to the four‐dose messages. Planned contrasts revealed significant frame × dose interactions. Notably, the one‐dose gain‐framed messages triggered significantly more freedom threat and less intentions to engage in physical activity—a situation that changed when the information was loss‐framed or when the dosage was increased.     

金额/比率陈述方式和调节匹配对消费者购买意愿的影响

研究引入调节匹配这个源于心理学的概念,探讨两种不同目标导向——求成与避败的消费者面对两种不同的信息陈述方式——金额与比率时对购买意愿的影响。结果表明：信息陈述方式与消费者目标导向产生匹配,才能对消费者态度及其购买意愿产生积极的正面影响;消费者动机存在干扰效果,尤其在消费者属于高动机的情况下,原本对促销信息陈述没有匹配的消费者转变为匹配,且消费者态度明显提升。     

Risk Communication and Foodborne Illness: Message Sponsorship and Attempts to Stimulate Perceptions of Risk

Foodborne illness represents a serious health hazard in the United States. Since foodborne illness can often be prevented by an individual's behavior, messages aimed at promoting safe food-handling behaviors should be a major tool to reduce the incidence of foodborne illness. This article argues that to achieve adoption of safe food-handling practices in the home, food-safety messages should both stimulate risk perceptions and promote self-efficacy, feelings that one can successfully enact recommended behaviors. A content analysis of nationally distributed food-safety messages questioned if messages incorporated these features. Since food-safety communicators operate in complex environments with multiple and sometimes competing objectives, this study also questioned if sponsorship of foodborne illness prevention messages was related to the amount of content designed to alter risk perceptions associated with foodborne illness. Results of the quantitative content analysis found that copywriters generally included content designed to stimulate risk perception about foodborne illness but virtually ignored self-efficacy needs of the audience. A marked difference in tendencies to stimulate risk perceptions was found based on sponsorship. Both in volume and proportion, results show that governmentally sponsored messages more aggressively attempted to heighten risk perceptions associated with foodborne illness than did messages sponsored by privately funded communicators.     

Intended Message Versus Message Received in Hypothetical Physician Risk Communications: Exploring the Gap

We examined the risk perception that is derived from hypothetical physician risk communications. Subjects (n= 217) completed a questionnaire on the Web for $3. Subjects were presented with four hypothetical cancer risk scenarios that included a physician risk communication in one of three risk communication formats: verbal only, verbal plus numeric probability as a percent, and verbal plus numeric probability as a fraction. In each scenario, subjects were asked to imagine themselves as the patient described and to state their perceived personal susceptibility to the cancer (i.e., risk perception) on a 0 to 100 scale, as well as responses to other measures. Subjects' risk perceptions were highly variable, spanning nearly the entire probability scale for each scenario, and the degree of variation was only slightly less in the risk communication formats in which a numeric statement of risk was provided. Subjects were more likely to overestimate than underestimate their risk relative to the stated risk in the numeric versions, and overestimation was associated with the belief that the physician minimized the risk so they wouldn't worry, innumeracy, and worry, as well as decisions about testing for the cancer. These results demonstrate significant gaps between the intended message and the message received in physician risk communications. Implications for medical decisions, patient distress, and future research are discussed.     

Design Improvements for Message Propagation in Malleable Social Networks

This study presents the formal problem definition and computational analysis of the network design improvements for idea and message propagation in both enterprise and consumer social networks (ESN and CSN, respectively). Message propagation in social networks is impacted by how messages are seeded in the network, and by propagation characteristics of the network topology itself. It has been recognized that the propagation properties of these networks can be actively influenced by network design interventions, such as the deliberate creation of new connections. We address the problem of finding cost‐effective message seeding, and identifying potential new network connections that allow improved propagation in social networks with cascade propagation. We use the hop‐constrained minimum spanning tree (HMST) model to find the seeds and possible new connections that result in networks with improved propagation properties. Moreover, we present new heuristic algorithms that substantially improve the solution quality for the HMST problem. Computational results posit that the design improvements proposed by the HMST approach can greatly improve cascade propagation performance of the networks at low cost.     

2009年新年献辞——祝贺第2届编委会成立

2008年带着百年难遇的苦难与百年期盼的辉煌渐行渐远--雪灾、强震、金融海啸空前地激发了国人的潜能,奥运、神七、两岸三通极大地振奋了民族的精神--"多难兴邦"不仅是总理的热切期待和人民的坚定信念,而且是2008年世界史上中国的鲜明标记!     

公司信息的纵向与横向溢出效应:公司品牌与产品品牌组合视角

很多企业已横跨多种产品业务,不同产品业务存在地位差异,公司层信息对不同地位产品评价是否存在差异化影响,不同地位产品之间信息如何流动,这是现有文献的研究断层.本文通过两个实验,检验了公司信息的纵向(公司层→产品层)和横向(产品→产品)溢出效应.研究发现,在纵向溢出中存在非对称效应,旗舰产品评价受社会责任信息的影响效应更大;非旗舰产品评价受公司能力信息的影响效应更大.在横向溢出中,存在旗舰产品对非旗舰产品评价的影响,但不存在非旗舰产品对旗舰产品的影响.本文的理论创新点在于,将产品区分为旗舰和非旗舰产品,从而得出公司层信息对不同产品的非对称溢出效应以及旗舰产品到非旗舰产品的非对称溢出效应.