摘要
解决信息不对称问题是企业选择新产品信息策略的重要依据。本文基于信息不对称的研究视角,以主观逻辑下的有效信息性作为识别新产品信息策略的基础,结合智能手机和国产电影的面板数据,探索了三种新产品信息策略及其交互作用对用户在线参与的影响。本研究发现:(1)有效信息策略包括产品相关信息策略和名人效应信息策略,二者均通过降低信息不对称显著地正向影响用户在线参与,该影响在体验型产品中更为显著;非有效信息策略则通过知晓效果显著地正向影响用户在线参与,该影响在搜索型产品中更为显著,但当高水平信息不对称时,产品相关信息策略不受产品类型的影响,变得最为有效。(2)产品相关信息策略、名人效应信息策略和产品类型对用户在线参与的影响存在三项交互关系。(3)有效信息策略对用户在线参与的影响受到非有效信息策略的负向调节作用。(4)搜索型产品的有效信息策略倾向于影响中低水平的用户在线参与,体验型产品的有效信息策略倾向于影响高水平的用户在线参与。本文为企业如何利用社交媒体平台组织新产品信息策略提供了理论与实践参考。
The essential significance of new product message strategy lies in that firms transmit new product information that is conducive to consumers’judgment and decision-making,so as to alleviate the information asymmetry that inevitably accompanies new products.The communication process includes two important dimensions:“What to say”and“how to say it”.A large number of scholars have systematically investigated and understood the impact of new product message strategies,but there are still two problems:(1)Limited by the holistic thinking framework of“what to say”(i.e.,information content)and“how to say”(i.e.,information characteristics),there is a lack of detailed and in-depth discussion on the impact of information content and the relationship between heterogeneous information content;(2)Existing studies on the differentiated impact of information content have clarified the important impact of emotional information relative to functional information,but have not explained the failure of functional information or identified the applicable situations in which functional information is effective.In view of the above considerations,based on the research perspective of information asymmetry,this paper takes information effectiveness under subjective logic as the basis for identifying new product message strategies,aiming to explore the impact of effective message strategies(including product-related message strategies and celebrity endorsement message strategies),non-effective message strategies and their interactions on user online engagement.Specifically answer the following questions:(1)How does the new product message strategy improve user online engagement by reducing information asymmetry?(2)Are different new product message strategies complementary or substitutive?(3)How do the level of information asymmetry and product type affect the choice of new product message strategy?Considering the important economic significance of social media for hyped release products and experience media products,this
作者
柳涯妮
李东贤
Liu Yani;Li Dongxian(School of Humanities and Arts,Southwestern University of Finance and Economics;Business School,Renmin University of China)
出处
《南开管理评论》
北大核心
2023年第4期144-155,I0028,I0029,共14页
Nankai Business Review
基金
国家社会科学基金重点项目(19AGL016)资助。
关键词
新产品
信息策略
用户在线参与
信息不对称
产品类型
New Product
Message Strategy
User Online Engagement
Information Asymmetry
Product Type
