慈善活动中的化身及其边界条件研究
Journal: Economics DOI: 10.12238/ej.v5i4.996
Abstract
本文从自我决定理论出发,通过实验室实验得出化身营销对潜在捐赠者增强的捐赠行为产生了积极影响,并探究了化身营销对捐赠行为产生影响的作用机制。重要的是,在不同的文化环境背景下,化身营销的高形式现实主义和高行为现实主义会对捐赠行为的影响产生差异。
Keywords
化身营销；捐赠；自主性；积极情绪；松-紧文化
Full Text
PDF - Viewed/Downloaded: 0 TimesReferences
[1] Ahn, Sun, Joo, et al. 2015. Avatars Versus Agents: A Meta-Analysis Quantifying the Effect of Agency on Social Influence[J]. Human Computer Interaction.30(5),401-432.
[2] Aknin L B, Dunn E W, Norton M I. 2012. Happiness runs in a circular motion: Evidence for a positive feedback loop between prosocial spending and happiness[J].Journal of happi ness studies.13(2), 347-355.
[3] Frank A. 2019. The Rise of a New Generation of AI Avatars[J].SingularityHub,Jan.15.
[4] Gelfand M J,Raver J L, Nishii L, et al. 2011. Differences Between Tight and Loose Cultures:A 33-Nation Study[J]. Scien ce.332(6033),1100-1104.
[5] Holzwarth M, Janiszewski C, Neumann M M. 2006. The influence of avatars on online consumer shopping behavior[J]. Journal of marketing.70(4),19-36.
[6] Jin S A A. 2011. "My Avatar Behaves Well and This Feels Right": Ideal and Ought Selves in Video Gaming[J]. Social Behavior and Personality: an international journal. 39.
[7] Keeling K, Mcgoldrick P, Beatty S. 2010. Avatars as salespeople: Communication style, trust, and intentions[J]. Journal of Business Research.63(8),793-800.
[8] Lee S, Choi J. 2017. Enhancing user experience with conversational agent for movie recommendation: Effects of self-disclosure and reciprocity[J].International Journal of Human-Computer Studies.103,95-105.
[9] Li R,Gordon S, Gelfand M J. 2017. Tightness–looseness: A new framework to understand consumer behavior[J]. Journal of Consumer Psychology.27(3),377-391.
[10] Liew T W, Tan S, Ismail H. 2017. Exploring the effects of a non-interactive talking avatar on social presence, credibility, trust, and patronage intention in an e-commerce website[J].Human-centric Computing and Information Sciences. 7(1),1-21.
[11] Longoni C, Cian L. 2020. Artificial intelligence in utilitarian vs. hedonic contexts: The “word-of-machine”effect[J].Journal of Marketing., 714668637.
[12] Miao F,Kozlenkova I V, Wang H, et al. 2021. An Emerging Theory of Avatar Marketing[J]. Journal of Marketing. 86(1), 67-90.
[13] Moran N. 2011. Social marketing meets interactive media: Lessons for the advertising community[J]. Strategic Direction. 28(6).
[14] Robiady N D, Windasari N A, Nita A. 2021. Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance[J]. Interna tional Journal of Research in Marketing. 38(2), 492-500.
[15] Xu L, Mehta R, Dahl D W. 2021. Leveraging Creativity in Charity Marketing: The Impact of Engaging in Creative Activities on Subsequent Donation Behavior[J].Journal of Marketing.0(ja),1444712339.
[16] 汪涛,谢志鹏,崔楠.和品牌聊聊天——拟人化沟通对消费者品牌态度影响[J].心理学报,2014,46(07),987-999.
[2] Aknin L B, Dunn E W, Norton M I. 2012. Happiness runs in a circular motion: Evidence for a positive feedback loop between prosocial spending and happiness[J].Journal of happi ness studies.13(2), 347-355.
[3] Frank A. 2019. The Rise of a New Generation of AI Avatars[J].SingularityHub,Jan.15.
[4] Gelfand M J,Raver J L, Nishii L, et al. 2011. Differences Between Tight and Loose Cultures:A 33-Nation Study[J]. Scien ce.332(6033),1100-1104.
[5] Holzwarth M, Janiszewski C, Neumann M M. 2006. The influence of avatars on online consumer shopping behavior[J]. Journal of marketing.70(4),19-36.
[6] Jin S A A. 2011. "My Avatar Behaves Well and This Feels Right": Ideal and Ought Selves in Video Gaming[J]. Social Behavior and Personality: an international journal. 39.
[7] Keeling K, Mcgoldrick P, Beatty S. 2010. Avatars as salespeople: Communication style, trust, and intentions[J]. Journal of Business Research.63(8),793-800.
[8] Lee S, Choi J. 2017. Enhancing user experience with conversational agent for movie recommendation: Effects of self-disclosure and reciprocity[J].International Journal of Human-Computer Studies.103,95-105.
[9] Li R,Gordon S, Gelfand M J. 2017. Tightness–looseness: A new framework to understand consumer behavior[J]. Journal of Consumer Psychology.27(3),377-391.
[10] Liew T W, Tan S, Ismail H. 2017. Exploring the effects of a non-interactive talking avatar on social presence, credibility, trust, and patronage intention in an e-commerce website[J].Human-centric Computing and Information Sciences. 7(1),1-21.
[11] Longoni C, Cian L. 2020. Artificial intelligence in utilitarian vs. hedonic contexts: The “word-of-machine”effect[J].Journal of Marketing., 714668637.
[12] Miao F,Kozlenkova I V, Wang H, et al. 2021. An Emerging Theory of Avatar Marketing[J]. Journal of Marketing. 86(1), 67-90.
[13] Moran N. 2011. Social marketing meets interactive media: Lessons for the advertising community[J]. Strategic Direction. 28(6).
[14] Robiady N D, Windasari N A, Nita A. 2021. Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance[J]. Interna tional Journal of Research in Marketing. 38(2), 492-500.
[15] Xu L, Mehta R, Dahl D W. 2021. Leveraging Creativity in Charity Marketing: The Impact of Engaging in Creative Activities on Subsequent Donation Behavior[J].Journal of Marketing.0(ja),1444712339.
[16] 汪涛,谢志鹏,崔楠.和品牌聊聊天——拟人化沟通对消费者品牌态度影响[J].心理学报,2014,46(07),987-999.
Copyright © 2022 向思源
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License