成果簡介
由上海對外經貿大學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術論文“Creative Appeals in Firm-Generated Content and Product Performance”發表于信息系統領域國際頂尖學術期刊《Information Systems Research》（UTD-24 Journal, SCI, IF=5.207）。
隨著微博等社交媒體的廣泛使用,出現的企業相關的用戶在線生成內容（Firm-Generated Content, FGC）能夠為企業帶來價值?！癈reative Appeals in Firm-Generated Content and Product Performance”旨在探究企業生成內容中的情感型/功用型信息訴求對于產品銷量的影響（通過產品的日銷售額衡量）。通過對多類別、多來源的產品數據進行大規模實證分析，研究團隊發現：較之功用型信息訴求，情感型訴求對產品銷量有更高的積極影響，這種積極影響只有在信息質量和信息目標一致性超過某個閾值時才會產生。研究進一步證實，信息復雜性負向調節了情感型和功用型訴求對產品銷量的影響，且對情感型訴求的負面調節作用更強。
該研究提出了基于消費者信息共鳴的多風格信息優化組合策略與企業生成內容創新策略，以此實現產品銷量的顯著提升，在實踐層面為企業提升在線信息的管理與創新能力提供學理支持。
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
