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本研究从顾客使用体验视角出发,通过5项研究考察了直接体验和间接体验对分享内容的影响及内在作用机制。结果表明,(1)直接体验更倾向于分享产品的操作方式,而间接体验更愿意分享产品的所获价值(研究1)。(2)体验类型与分享内容的关系受到心理模拟的中介作用:直接体验通过诱发被试的过程模拟,更可能分享产品的操作方式;而间接体验通过诱发被试的结果模拟,从而更可能分享产品的所获价值(研究2、研究3)。(3)体验类型与分享内容的关系受到心理解释水平的调节作用:在间接体验前,增加被试具体的解释水平,被试更可能分享产品的操作方式;在直接体验前,增加被试抽象的解释水平,被试更可能分享产品的所获价值(研究4、研究5)。
From the perspective of customer experience, this study examines the impact and intrinsic mechanism of direct experience and indirect experience on shared content through five studies. The results show that (1) direct experience is more likely to share the way products are operated, whereas indirect experiences are more likely to share the value of the product (Study 1). (2) The relationship between experience type and sharing content is mediated by psychological simulation: direct experience is more likely to share the operation mode of product by inducing participants ’process simulation; indirect experience is more likely to be shared by inducing participants’ simulation results The value of the product (Study 2, Study 3). (3) The relationship between the type of experience and the content of sharing is regulated by the level of psychological explanation. Before the indirect experience, the participants’ specific level of explanation is increased, and the participants are more likely to share the operation mode of the product. Before the direct experience, , Subjects were more likely to share the value of the product (Study 4, Study 5).