企业生成内容与顾客契合——基于双重编码理论的实证研究  

Firm-Generated Content and Customer Engagement:An Empirical Study Based on Dual Coding Theory

作　　者：邵明星[1] 田梦影 范静[1] SHAO Ming-xing;TIAN Meng-ying;FAN Jing(International Business School,Beijing Foreign Studies University,Beijing 100089)

机构地区：[1]北京外国语大学国际商学院,北京100089

出　　处：《软科学》2025年第1期116-122,共7页Soft Science

基　　金：国家自然科学基金项目(71974018);教育部人文社会科学研究规划基金项目(22YJA630018)。

摘　　要：基于双重编码理论,使用新浪微博数据,研究企业生成内容的语言文字特征和多媒体特征如何影响顾客契合。研究发现:显意识内容显著唤起理性忠诚,潜意识内容更易引发情感依附;媒介丰富度有效提升情感依附;企业知名度发挥负向调节作用,低知名度企业更能通过显意识内容增强理性忠诚,也更能通过潜意识内容和丰富媒介增强情感依附;内容发布时间也发挥调节作用,上午发布显意识内容效果较好,晚间发布潜意识内容效果更佳,且晚间是所有媒介形式的理想发布时间。Based on dual coding theory and using Sina Weibo data,this paper explores how linguistic and multimedia features of firm-generated content affect customer engagement.The results show that conscious content significantly boosts rational loyalty,while subconscious content more effectively triggers emotional attachment;media richness enhances emotional attachment;company reputation negatively moderates these effects,low-reputation firms benefit more from conscious content to boost rational loyalty and from subconscious content and rich media to enhance emotional attachment;content publishing time also plays a moderating role,conscious content performs better in the morning,while subconscious content is more effective in the evening,evening is a relatively ideal release time regardless of the media format.

关 键 词：社交媒体 企业生成内容 顾客契合 双重编码理论 文本自动分类 

分 类 号：F274[经济管理—企业管理]