预期情绪感染与大型网络聚集促销狂欢的形成——情绪易感性和关系亲密度的作用

Anticipated Emotional Contagion and Formation of Large Online Agglomeration Promotion Carnival

大型网络聚集促销造就狂欢的能力与其诱发的预期情绪及情绪感染有关。心理学实验数据显示:大型网络聚集促销期间的情绪感染会显著提升两种预期情绪的强度。此外,情绪易感性会显著影响预期情绪感染的结果,易感性高的人更易受他人影响并形成更强的预期欣喜及预期后悔。关系亲密度同样会影响情绪感染的结果,关系越亲密就越会导致预期欣喜与预期后悔的感染。总体来看,预期欣喜的强度总体要高于预期后悔,说明狂欢主要是由正性情绪驱动的。综上,对电商来说,在发布广告时,应突出消费者的情感利得;对参加企业来说,要重视情绪易感性和关系亲密度的作用,对消费者而言,要认真对待情绪极易被他人所影响的事实,谨慎决策。

The ability of large online agglomeration promotion(LOAP)to create carnival is related to the anticipated emotions and emotional contagion it induces.Psychological experiment data show that the emotional contagion during the large online agglomeration promotion will significantly increase the intensity of two anticipated emotions.In addition,emotional susceptibility can significantly affect the outcome of the anticipated emotional contagion,and people with high susceptibility are more likely to be influenced by others and develop stronger anticipated joy and regret.Relationship closeness also influences the outcome of emotional contagion.The closer the relationship is,the more it will lead to the contagion of anticipated joy and regret.In general,the intensity of anticipated joy is generally higher than anticipated regret,indicating that the carnival is mainly driven by positive emotions.To sum up,for e-commerce companies,the emotional benefits of consumers should be highlighted when publishing advertisements.For participating enterprises,they should attach importance to the role of emotional susceptibility and relationship closeness.As for consumers,they should seriously deal with the fact that their emotions are easily influenced by others and make decisions carefully.