ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

心理科学进展 ›› 2020, Vol. 28 ›› Issue (4): 638-649.doi: 10.3724/SP.J.1042.2020.00638

• 研究前沿 • 上一篇    下一篇

刷屏的原理:在线内容的病毒式分享机制

刘伟(), 刘昱彤, 李纯青(), 齐捧虎   

  1. 西北大学经济管理学院, 西安 710127
  • 收稿日期:2019-07-01 出版日期:2020-04-15 发布日期:2020-02-24
  • 通讯作者: 刘伟,李纯青 E-mail:liuwei_sem@nwu.edu.cn;lichunqing@nwu.edu.cn
  • 基金资助:
    国家自然科学基金项目(71602161);国家自然科学基金项目(71772144)

The mechanism that make online content viral

LIU Wei(), LIU Yutong, LI Chunqing(), QI Penghu   

  1. School of Economics and Management, Northwest University, Xi’an, 710027, China
  • Received:2019-07-01 Online:2020-04-15 Published:2020-02-24
  • Contact: Wei LIU,Chunqing LI E-mail:liuwei_sem@nwu.edu.cn;lichunqing@nwu.edu.cn

摘要:

通过社交网络发布优质在线内容以引发消费者的主动分享从而使该内容像病毒一样传播开来的营销方式被称为病毒式营销。在线内容的病毒式分享机制主要包括内容特征、心理动机、情绪反应、情境因素以及个体特征这五个方面, 可以为品牌和自媒体有效提高在线内容的分享转发率提供系统的理论指导。未来研究需要进一步探索某些具体情绪的作用机制, 识别出更多本土背景下的情境因素, 关注病毒式营销的效果评估和心理行为后果, 并采用更加多样化的研究方法。

关键词: 在线内容, 病毒式营销, 分享意愿, 转发

Abstract:

Viral marketing refers to the marketing approach through which marketers generate online contents on social networks and attract consumers to share them and make them viral. The paper develops a literature review on the factors that make online contents viral, including content characteristics, psychological motives, emotional responses, situational factors and individual traits. The framework can provide theoretical guidance for brands and We Media to increase sharing rate of their online contents. Future studies should focus on exploring the influential mechanism of specific emotions on sharing intention, identifying more situational factors in the context of Chinese culture, measuring the performance of viral marketing, investigating psychological and behavioral consequences of viral marketing and adopting multiple methods.

Key words: online contents, viral marketing, sharing intention, forwarding

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