...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of global information management >Manipulating Temporal Cues and Message Concreteness for Deal Communication: A Study on Microblogging Site
【24h】

Manipulating Temporal Cues and Message Concreteness for Deal Communication: A Study on Microblogging Site

机译：操纵时间线索和交易沟通的讯息具体性：微博网站研究

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Online merchants often use social media to communicate deal messages to directed consumers, but they face the fundamental challenge of how to effectively communicate deal messages to these consumers using that medium. This research seeks to address this challenge by building on the construal level theory to theorize that consumers' purchase intentions in response to the products promoted via social media communication are affected by the concreteness of promotion messages and its interaction with message promotional time and deal expiration time. A between-subject experiment was conducted, and the findings suggest that concrete messages lead to higher purchase intentions. Through interacting message concreteness, message promotional time and deal expiration time, we show that the congruency of a concrete message with either, but not both, temporal cue lead to higher purchase intention. This study thus provides theoretically grounded insights on how to better communicate deal information on microblogging sites.
机译：在线商家经常使用社交媒体将交易消息传达给定向消费者，但是他们面临着如何使用该媒体有效地向这些消费者传达交易消息的根本挑战。这项研究旨在通过基于建构论的理论来应对这一挑战，从而得出理论，即消费者对社交媒体传播的产品的购买意图受到促销信息的具体性及其与信息促销时间和交易到期时间的相互作用的影响。 。进行了主题间实验，发现表明具体的信息会导致更高的购买意愿。通过交互消息的具体性，消息的促销时间和交易到期时间，我们表明，具体的消息与时间提示中的任意一个（但不是同时出现）的一致性导致更高的购买意愿。因此，本研究为如何更好地在微博网站上交流交易信息提供了理论基础的见解。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号