广告代言人行为在社会网络系统中传播的trickle-down效应研究  

Research on Trickle-Down Effects of Advertising Spokesperson Behavior Spread in the Social Network

作　　者：涂俊梅[1] TU Junmei(Xuhai College,China University of Mining and Technology,Xuzhou 221008,China)

机构地区：[1]中国矿业大学徐海学院,江苏徐州221008

出　　处：《商业观察》2025年第6期28-31,共4页BUSINESS OBSERVATION

基　　金：江苏高校哲学社会科学研究项目(2023SJYB1156);中国矿业大学徐海学院教改项目(YA2308)阶段性研究成果。

摘　　要：示范效应常常被用来改善客户关系,促进消费者行为传播,提升产品或者服务销售速度。组织管理领域的已有文献主要研究了在同一个正式组织情境中示范效应的作用,而对于松散组织中示范效应对于人的行为的影响作用的研究则较为少见。文章主要检验了示范效应在社会网络情境中促进顾客忠诚行为传播中所发挥的作用。文章借鉴了EASI理论框架,建立了关于代言人行为示范效应的理论模型,该模型将代言人行为示范效应分为两个维度,分别是示范强度和示范真诚度,消费者受到示范者示范行为的影响程度在很大程度上取决于观察者自身的认知动机,即观察者的认知动机调节了示范者的示范行为对于观察者行为的影响作用。Trickle-down effects are often used to improve customer relationships,promote the spread of consumer behavior,and speed up sales of products or services.Existing literature in the field of organization and management mainly studied the trickle-down effects in the same formal organization setting,while studies of trickle-down effects in loose organization setting are relatively scant.This paper mainly examines the role of trickle-down effects played in prompting the spread of customer loyalty behavior in the context of social network.Drawing on the EASI theoretical framework,this study builds the theoretical model of trickle-down effects.It divides the trickle-down effects into two dimensions,respectively strength of the demonstration and demonstration of authenticity.The finding shows that the extent of the observer influenced by the expresser behavior depends largely on the observer's epistemic motivation,namely the observer's epistemic motivation moderates the effect of expresser's trickle-down behavior on the observer's behavior.

关 键 词：trickle-down 社会网络 代言行为 传播 

分 类 号：F274[经济管理—企业管理]