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首页> 外文期刊>Journal of Organizational Computing and Electronic Commerce >Why users share marketer-generated contents on social broadcasting Web sites: A cognitive-affective involvement perspective
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Why users share marketer-generated contents on social broadcasting Web sites: A cognitive-affective involvement perspective

机译：用户为何在社交广播网站上共享由营销人员生成的内容：认知情感参与的角度

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摘要

As an emerging media platform, social broadcasting technologies provide users with a decentralized environment for producing and consuming information. This study develops a motivational model based on the cognitive and affective involvements of individuals to explore their intentions to share marketer-generated content (MGC). The model was empirically tested on 481 Sina Weibo users in a scenario-based environment. Results show that ad intrusiveness, anticipated rewards, category brand relevance, and brand attitude play important roles in facilitating cognitive and affective involvements. In turn, both types of involvement positively influence the intention of users to share MGC, but affective involvement yields a greater influence. Product types significantly moderate the relationship between the cognitive involvement of users and their intention to share MGC. Implications for research and practice are discussed.
机译：作为新兴的媒体平台，社交广播技术为用户提供了一个分散的环境，用于产生和消费信息。这项研究基于个人的认知和情感参与，开发了一种动机模型，以探索他们分享营销商生成的内容（MGC）的意图。在基于场景的环境中，该模型已在481个新浪微博用户上进行了经验测试。结果表明，广告的介入性，预期的奖励，类别品牌相关性和品牌态度在促进认知和情感参与方面起着重要作用。反过来，两种参与都积极影响用户共享MGC的意图，但是情感参与会产生更大的影响。产品类型显着缓和了用户的认知参与与其共享MGC的意愿之间的关系。讨论了对研究和实践的意义。

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