国内网络口碑营销的两面提示效果初步验证——以成都市新都区中青年女性为研究对象

A Preliminary Verification of the Effect of Two-sided Appeals in InternetWord-of-mouth Marketing in China——Taking Young Women in Xindu District of Chengdu as Research Objects

两面提示的效果研究主要集中在20世纪,随着媒介技术的发展,营销传播环境在几十年间发生了巨大改变。本文为验证两面提示在国内网络口碑营销中的劝服效果,采用2(劝服策略:单面提示v.s.两面提示)×2(受众教育水平:低水平v.s.高水平)组间设计实验,在小范围内比较了单面提示与两面提示对受众购买意愿和信源评价的影响,以及这种影响是否仍会因受众教育水平不同而产生差异。实验结果初步显示:劝服策略不同和受众教育水平不同均对劝服效果无明显影响。

Most of the researches on the effect of two-sided appeals are conducted in the last century.With the rapid development of media technology,the marketing communication environment has changed dramatically over the decades.In order to verify the two-sided appeals effect of the internet word-of-mouth in China,this paper uses 2(persuasion strategy:one-sided appeals vs.two-sided appeals)×2(education level of audience:low-level vs.high-level)inter-group design experiments,comparing within a small area the influence of one-sided and two-sided appeals on audiences’purchase intention and source evaluation,and whether the effect will still vary depending on the audience’s education level.The results preliminarily show that neither the persuasion strategy nor the education level of audience had any significant effect on the persuasion effect.