内容为王:在线内容信息性对消费者线上参与行为的影响研究

Content Is King:The Impacts of Informativeness on Consumer Online Engagement Behavior

吸引消费者做出线上参与行为对于有效的社会化营销至关重要。不同于现有研究关注在线内容的边缘特征,本研究以新浪微博美妆领域的博文数据为研究对象,基于精细加工可能性模型以及印象管理理论,使用文本分析领域的前沿算法,从在线内容的核心特征——内容信息性出发,建立了一个统一的理论框架,对信息性、积极性等线上参与行为的驱动因素重新进行评估。研究发现:(1)内容信息性对消费者线上行为存在非线性的正面影响;(2)内容积极性对线上参与行为存在正面影响,同时正向调节信息性与线上参与行为的关系;(3)内容信息性与内容积极性对不同参与行为的影响程度不同。本研究不仅从理论上强化了对消费者线上参与行为的理解,而且实践上对于企业如何在社交平台上进行有效的营销沟通也具有指导意义。

Consumer online engagement behavior(COEB)is critical to effective social marketing.To reevaluate a number of factors that influence COEB,such as informativeness and positivity,based on the Elaboration Likelihood Model and Impression Management,this study adopts a newly designed natural language processing algorithm-an unsupervised domain adaptation system for content informativeness prediction-and builds a unified theoretical framework using data from Sina Weibo's beauty microblogging community.This differs from the existing literature,which focuses on minor features of online content.The results show that:(1)content informativeness has a non-linear positive impact on COEB;(2)content positivity has a positive impact on COEB and positively moderates the relationship between informativeness and COEB;and(3)informativeness and positivity have differentiated impacts on COEB.This study not only improves the theoretical understanding of COEB but also offers practical guidance for firms on how to effectively communicate with consumers on social platforms.