信息框架对网络口碑传播意愿的影响研究--社会距离的调节作用

The Effect of Message Framing on the Transmission Intention of Electronic Word-of-mouth--The Moderating Effect of Social Distance

基于信息框架与解释水平理论,通过两个实验探究信息框架(促进框架/防御框架)对消费者网络口碑传播意愿的影响,发现防御框架型口碑信息的感知有用性、口碑传播意愿均高于促进框架型,感知欺骗性低于促进框架型。感知有用性和感知欺骗性在信息框架对网络口碑传播意愿的影响过程中均起到完全中介作用。社会距离在信息框架对网络口碑传播意愿的影响过程中起到调节作用。远社会距离条件下,消费者对防御框架型网络口碑的传播意愿高于促进框架型网络口碑;近社会距离条件下,两种不同信息框架类型对网络口碑传播意愿的影响无显著差异。实验一与实验二分别在功能型和享乐型产品情境下进行,实验结果无显著差异。研究结论拓展了广告领域中信息框架的适用性,证明了信息框架效应同样存在于网络口碑情境,从而对企业网络口碑管理和网络口碑传播优化提供参考价值。

Drawing on the message framing theory and the construal level theory,this research explores how message framing(positive message framing and negative message framing)influences customer’s transmission intention of electronic word-ofmouth.The research shows that:the perceived usefulness and transmission intention of negative message framing are higher than positive message framing,the perceived deception is lower than positive message framing.The perceived usefulness and perceived deception both play a complete mediating role in the process of message framing influencing customer’s transmission intention of electronic word-of-mouth.Social distance as a moderating variable,for long social distance,customers are more willing to disseminate the negative message framing type of electronic word-of-mouth than positive message framing.However,for close social distance,there is no significant difference between the two types of electronic word-of-mouth on customer’s transmission intention.Study 1 and study 2 were conducted in the context of utilitarian products and hedonic products respectively.There is no significant difference between the two studies.The findings extend the applicability of information frames in advertising,which also exist in the context of eWOM,and provide a reference value for corporate eWOM management and eWOM optimization.