在线参与方式对顾客参与意愿及注视效果的影响  

Influence of Online Participation Methods on Customers’Participation Intention and Fixation Effect

作　　者：于贞朋 曾慧 郝辽钢[3] YU Zhenpeng;ZENG Hui;HAO Liaogang(School of Economics and Management,Civil Aviation Flight University of China,Guanghan 618307,China;College of Management,Sichuan Agricultural University,Chengdu 611130,China;School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]中国民用航空飞行学院经济与管理学院,四川广汉618307 [2]四川农业大学管理学院,四川成都611130 [3]西南交通大学经济管理学院,四川成都610031

出　　处：《经济与管理》2023年第2期76-83,共8页Economy and Management

基　　金：国家自然科学基金青年项目(71902129)。

摘　　要：通过眼动实验考察不同在线参与方式(匿名VS.非匿名)对顾客在线参与意愿及注视效果的差异影响,并考察品牌强度的调节效应。结果表明:非匿名在线参与方式(VS.匿名在线参与方式)带来更长的注视时间、更多的注视次数和更长的决策时间,且对于非匿名在线参与方式(如转发朋友圈),顾客关注品牌信息多于奖励信息。同时,研究表明匿名在线参与意愿(如关注公众号)高于非匿名在线参与意愿(如转发朋友圈),但是这种影响关系受到品牌强度的调节作用。对于弱品牌,顾客会更倾向选择匿名在线参与方式(如关注公众号);而对于强品牌,顾客对匿名和非匿名在线参与方式的参与意愿无显著差异。This research examines the effect of online participation methods(anonymous VS.non-anonymous)on customers’responses,and the moderating effect of brand strength,finding that non-anonymous online participation methods(VS.anonymous online engagement)lead to longer Fixation-Time,more Fixation-Count,and longer decision time,and for non-anonymous online participation mode(such as forwarding circle of friends),customers pay more attention to brand information than reward information.Meanwhile,the research shows that anonymous online participation intention is higher than non-anonymous online participation intention,but this influence relationship is moderated by brand strength.For weak brands,customers are more inclined to choose anonymous online participation methods(such as following public accounts);for strong brands,there is no significant difference between anonymous and non-anonymous online participation intentions.

关 键 词：在线参与方式 匿名性 注视效果 参与意愿 品牌强度 

分 类 号：F724[经济管理—产业经济]