品牌突发事件中邻位梯度与信息共生对用户认知级联的内生影响研究

Effect of Adjacent Gradient and Information Symbiosis on User’s Cognitive Cascade in Brand Crisis Event

为了探索品牌突发事件中认知级联的影响机制,使用2015年至2019年我国具有代表性的11起品牌突发事件面板大数据,采用VAR模型、面板数据模型及状态空间模型对邻位梯度、信息共生及认知级联之间关系进行分析。结果发现:(1)邻位梯度及信息共生对认知级联存在正向滞后冲击影响,邻位梯度冲击对信息共生也存在正向滞后冲击影响,且各冲击均具有长尾效应;(2)邻位梯度与信息共生对认知级联的边际影响,以及邻位梯度对信息共生的边际影响均呈倒U型抛物线特征;(3)邻位梯度、信息共生及认知级联之间的相互影响效应在不同人口统计学群体间存在差异。最后,提出制定有针对性的邻位梯度、信息共生及认知级联的舆论监管策略。

In order to seek for the influence mechanism of cognitive cascade,the paper explores the relationship between adjacent gradient,information symbiosis and cognitive cascade by VAR model based on 11 Chinas emergency events panel data from 2015 to 2019.And then,it analyzes the relationship between information flow,emotional granularity and cognitive bias by State Space model.Result shows that,firstly,the adjacent gradient and information symbiosis have a positive lag impact on the cognitive cascade.The adjacent gradient gradient also has a positive lag impact on the information symbiosis,and each impact has a long tail effect.Secondly,the marginal influence of adjacent gradient and information symbiosis on cognitive cascade,and the marginal influence of adjacent gradient on information symbiosis,both show inverted U-shaped parabola.Thirdly,the interaction effects between adjacent gradient,information symbiosis and cognitive cascade are different in different demographic groups.Therefore,it puts forwars to formulate targeted regulation strategies of neighborhood gradient,information symbiosis and cognitive cascade.