研究摘要对科研成果传播效果的影响——基于摘要特征的联合分析研究

Study on the Influence of Research Summary on the Dissemination of Research Findings——A conjoint analysis based on abstract features

创业中的循证实践要求研究者必须有效地传播科研成果。关注了如何通过研究摘要将成果"促销"给创业者。借鉴营销传播文献,使用联合分析方法,考察了研究摘要的特征如何对其吸引力产生影响。研究结果表明,摘要的长度、媒体丰富度和信源可信度都具有积极的影响。术语被认为具有负面影响,并且创业者对科研的涉入度会调节这种影响。但研究结果并不完全支持该观点。

Evidence-based practice in entrepreneurship requires effectively disseminating research findings.This paper focuses on how to“promote”research findings to entrepreneurs through abstracts.Based on the marketing communication literature,the conjoint analysis technique is used to investigate how the characteristics of abstracts affect their appeal.The length,media richness,and source credibility of abstracts are found having positive effects.The paper also argues that terminology has a negative impact,and that entrepreneurs’involvement in research will moderate these effects.But the results do not fully support these ideas.