非品牌信息微博的影响边界与作用机制——基于心理抗拒理论的视角

当代财经 ›› 2021, Vol. 0 ›› Issue (2): 88-99.

非品牌信息微博的影响边界与作用机制——基于心理抗拒理论的视角

王佳¹, 卫军英^1,2

1.浙大城市学院传媒与人文学院,浙江杭州 310015;
2.浙江大学传播研究所,浙江杭州 310058

收稿日期:2020-10-09 修回日期:2020-12-20 出版日期:2021-02-15 发布日期:2021-03-16
通讯作者: 王佳,浙大城市学院副教授,博士,主要从事品牌传播研究,联系方式wangjia@zucc.edu.cn。
作者简介:卫军英,浙大城市学院教授,博士,浙江大学传播研究所博士生导师,主要从事品牌传播研究。
基金资助:
浙江省哲学社会科学规划课题“社交型品牌社群中的非品牌信息研究：构成、前因及后效”（20NDJC115YB）; 国家社会科学基金规划项目“新媒体环境下的公共传播对国家治理、社会认同的影响研究”（20BXW041）

The Influence Boundary and Action Mechanism of Non-Branded Information Microblogs: From the Perspective of Psychological Reactance Theory

WANG Jia¹, WEI Jun-ying^1,2

1. Zhejiang University City College, Hangzhou 310015;
2. Zhejiang University, Hangzhou 310058, China

Received:2020-10-09 Revised:2020-12-20 Online:2021-02-15 Published:2021-03-16

摘要/Abstract

摘要： 以往对微博内容的研究往往建立在IPA框架、互动风格框架和ICA框架之上,鲜有人专门涉足非品牌信息微博这一类别,已有零散研究也多关注其对消费者互动的影响,忽略了对消费者品牌态度等品牌资产的作用机制。通过1个预实验和3组正式实验,探讨了非品牌信息微博作用于消费者感知的心理机制及其在社交网络内容策略中的使用边界。实验结论显示：非品牌信息微博能缓解消费者的抗拒心理,提供更高的感知自由度和微博账号态度,并最终提升品牌态度。同时,消费者调节定向模式对这一作用过程有调节作用。研究结论有助于企业合理规划和管理非品牌信息内容,同时拓展和丰富了品牌微博的研究范围与成果。

关键词: 非品牌信息微博, 心理抗拒, 调节定向

Abstract: Previous researches on microblog contents are often based on IPA, ICA and interactive style frameworks. However, few people specially set foot in the studies on non-branded information microblogs. The existing fragmented researches are mainly focusing on the effect of non-branded information microblogs on consumer interaction and ignore its action mechanism on brand equity such as brand attitude of consumers. Through one preliminary experiment and three groups of formal experiments, this paper explores the psychological mechanism of the non-branded information microblogs on consumers’ perception and its usage boundary in the social networking content strategies. The findings show that the non-branded information microblogs can alleviate consumers’ psychological resistance, provide more perceived sense of freedom and microblog account attitude, and eventually promote the brand attitude. Meanwhile, the consumer regulatory focus model has regulatory effects on this process. The conclusion of this study is conductive to enterprises to make reasonable plans and manage the non-branded information contents, and at the same time, expands and enriches the research scope and results of brand microblogs.

Key words: non-branded information microblog, psychological reactance, regulatory focus

中图分类号:

F272.2

王佳, 卫军英. 非品牌信息微博的影响边界与作用机制——基于心理抗拒理论的视角[J]. 当代财经, 2021, 0(2): 88-99.

WANG Jia, WEI Jun-ying. The Influence Boundary and Action Mechanism of Non-Branded Information Microblogs: From the Perspective of Psychological Reactance Theory[J]. Contemporary Finance & Economics, 2021, 0(2): 88-99.

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