The Influence of Information Framework on Users'Recommend Intention in Threshold Social Referral System
Based on the Framing Theory,we analyze the differential effects of benefit-oriented and cost-oriented information presentation frameworks in the context of threshold-type social referral sys-tem.Employing experimental methodologies,the study investigates the impact mechanisms of infor-mation presentation on user willingness to engage in referral activities.The findings reveal that bene-fit-oriented information presentation is more conducive to incentivizing user participation in referral ac-tivities,with perceived benefits and costs serving as mediating factors.When matched with individual regulatory focus,cost-focused information presentation can reduce perceived costs for prevention-fo-cused users,thereby increasing their willingness to refer.Conversely,benefit-oriented information presentation,aligned with individual regulatory focus,enhances perceived benefits for promotion-fo-cused users,mitigates perceived costs,and elevates their willingness to refer.
social referralinformation frameworkregulatory focusthreshold social referral
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