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’ RecommendIntention in Threshold Social Referral System

作　　者：王一粟 王刊良[1] WANG Yisu;WANG Kanliang(Renmin University of China,Beijing,China)

机构地区：[1]中国人民大学商学院,北京市100872

出　　处：《管理学报》2024年第2期287-297,共11页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(72171228)。

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。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 system.Employing experimental methodologies,the study investigates the impact mechanisms of information presentation on user willingness to engage in referral activities.The findings reveal that benefit-oriented information presentation is more conducive to incentivizing user participation in referral activities,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-focused users,thereby increasing their willingness to refer.Conversely,benefit-oriented information presentation,aligned with individual regulatory focus,enhances perceived benefits for promotion-focused 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 

分 类 号：C93[经济管理—管理学]