阈值型社交推介系统信息呈现方式对用户推介意愿的影响
The Influence of Information Framework on Users'Recommend Intention in Threshold Social Referral System
王一粟 1王刊良1
作者信息
摘要
基于框架效应理论,分析阈值型社交推介情境下,收益导向型和成本导向型信息呈现框架效应的差异性.应用实验研究方法,探讨信息呈现对用户推介意愿的影响机制.研究发现:收益导向型信息呈现更有利于激励用户参与推介活动,用户的感知收益和感知成本具有中介效应;成本导向型信息呈现与个体调节定向相匹配时,可以降低预防定向型用户的感知成本,提高预防定向型用户的推介意愿;收益导向型信息呈现与个体调节定向相匹配时,可以提高促进定向型用户的收益感知,降低成本感知,提高促进定向型用户的推介意愿.
Abstract
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.
关键词
社交推介/信息呈现/调节定向/阈值型推介Key words
social referral/information framework/regulatory focus/threshold social referral引用本文复制引用
基金项目
国家自然科学基金资助项目(72171228)
出版年
2024
NETL
NSTL
万方数据