成果簡(jiǎn)介
由上海對(duì)外經(jīng)貿(mào)大學(xué)人工智能與變革管理研究院齊佳音教授作為共同通訊作者的學(xué)術(shù)論文“Creative Appeals in Firm-Generated Content and Product Performance”發(fā)表于信息系統(tǒng)領(lǐng)域國際頂尖學(xué)術(shù)期刊《Information Systems Research》（UTD-24 Journal, SCI, IF=5.207）。
隨著微博等社交媒體的廣泛使用,出現(xiàn)的企業(yè)相關(guān)的用戶在線生成內(nèi)容（Firm-Generated Content, FGC）能夠?yàn)槠髽I(yè)帶來價(jià)值?！癈reative Appeals in Firm-Generated Content and Product Performance”旨在探究企業(yè)生成內(nèi)容中的情感型/功用型信息訴求對(duì)于產(chǎn)品銷量的影響（通過產(chǎn)品的日銷售額衡量）。通過對(duì)多類別、多來源的產(chǎn)品數(shù)據(jù)進(jìn)行大規(guī)模實(shí)證分析，研究團(tuán)隊(duì)發(fā)現(xiàn)：較之功用型信息訴求，情感型訴求對(duì)產(chǎn)品銷量有更高的積極影響，這種積極影響只有在信息質(zhì)量和信息目標(biāo)一致性超過某個(gè)閾值時(shí)才會(huì)產(chǎn)生。研究進(jìn)一步證實(shí)，信息復(fù)雜性負(fù)向調(diào)節(jié)了情感型和功用型訴求對(duì)產(chǎn)品銷量的影響，且對(duì)情感型訴求的負(fù)面調(diào)節(jié)作用更強(qiáng)。
該研究提出了基于消費(fèi)者信息共鳴的多風(fēng)格信息優(yōu)化組合策略與企業(yè)生成內(nèi)容創(chuàng)新策略，以此實(shí)現(xiàn)產(chǎn)品銷量的顯著提升，在實(shí)踐層面為企業(yè)提升在線信息的管理與創(chuàng)新能力提供學(xué)理支持。
成果摘要
Abstract:
The authors of this research investigate the effects of hedonic and utilitarian message appeals in firm-generated content on product performance measured by daily sales. The results from a multiproduct category, large-scale empirical study with data collected from a variety of sources show that hedonic appeals have a higher positive impact than utilitarian appeals on product performance. The authors also illustrate that message appeals have positive effects on product performance only when message quality and message goal consistency surpass a certain threshold and that these positive effects are stronger for hedonic than for utilitarian appeals. The authors further demonstrate that message complexity negatively moderates the effects of hedonic and utilitarian appeals on product performance with a stronger negative moderating effect for hedonic appeals. The research provides guidance on the proper combination of message styles and suggests that firms’ creative capabilities to curate online messages that resonate with consumers can produce significant performance advantages.
Keywords:
Firm-Generated Content, Hedonic appeals, Utilitarian appeals, Message consistency, Message quality, Message complexity, Social media, Digital marketing
