在线参与方式对顾客参与意愿及注视效果的影响

Influence of Online Participation Methods on Customers’Participation Intention and Fixation Effect

通过眼动实验考察不同在线参与方式(匿名VS.非匿名)对顾客在线参与意愿及注视效果的差异影响,并考察品牌强度的调节效应。结果表明:非匿名在线参与方式(VS.匿名在线参与方式)带来更长的注视时间、更多的注视次数和更长的决策时间,且对于非匿名在线参与方式(如转发朋友圈),顾客关注品牌信息多于奖励信息。同时,研究表明匿名在线参与意愿(如关注公众号)高于非匿名在线参与意愿(如转发朋友圈),但是这种影响关系受到品牌强度的调节作用。对于弱品牌,顾客会更倾向选择匿名在线参与方式(如关注公众号);而对于强品牌,顾客对匿名和非匿名在线参与方式的参与意愿无显著差异。

This research examines the effect of online participation methods(anonymous VS.non-anonymous)on customers’responses,and the moderating effect of brand strength,finding that non-anonymous online participation methods(VS.anonymous online engagement)lead to longer Fixation-Time,more Fixation-Count,and longer decision time,and for non-anonymous online participation mode(such as forwarding circle of friends),customers pay more attention to brand information than reward information.Meanwhile,the research shows that anonymous online participation intention is higher than non-anonymous online participation intention,but this influence relationship is moderated by brand strength.For weak brands,customers are more inclined to choose anonymous online participation methods(such as following public accounts);for strong brands,there is no significant difference between anonymous and non-anonymous online participation intentions.