移动社交网络“浸润效应”的ABC模型

The ABC Model of the Immersion Effects from Mobile Social Network

移动社交网络的爆炸式发展,构建了一个全新的、无处不在的数字世界,对人们的生产生活方式产生了革命性的影响。分析了移动社交网络对个体情感、行为和认知等3个要素的作用,界定了移动社交网络"浸润效应"的概念并构建了"浸润效应"的A(Affect)B(Behavior)C(Cognition)模型。在此基础上,剖析了ABC三要素的交互作用及影响机理,展望了该理论模型在市场营销领域的应用前景。

The explosion of mobile social networks （MSN） has created a new, ubiquitous digital world, which has a revolutionary influence on people＇s production and lifestyle. Building on a thorough investigation of MSN＇s influence on individual＇s affect, behavior and cognition, we put forward the framework of ABC theory model to account for the immersion effect from MSN. Further, this investigation explores the main effects and interactive effects between the three factors, as well as the underlying effect mechanisms. Additional investigation, built on the new research trend in mobile big data, aims to apply the ubiquitous mobile contextual data to further examine the impacts from MSN on mobile emotionalism, behavioral disinhibition and cognitive bias~ and to extend their application in marketing and other business areas.