《外国经济与管理》2018,40(9):143-152.
DOI: 10.16538/j.cnki.fem.2018.09.011
李宏, 刘菲菲
东华大学 旭日工商管理学院，上海 200051
A Literature Review and Prospects of Sharing of Marketing Information: Based on the Perspective of Emotions
Li Hong, Liu Feifei
Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China
摘要：随着Web2.0时代的到来W，消费者由营销信息的被动接收者转变为营销信息的主动创造者，对营销信息的分享也拥有了更多的选择权。情绪作为个体独特的心理反应，在消费者信息分享过程中的作用机制究竟如何，是一个迫切需要得到关注和探讨的全新主题。根据国内外现有研究成果，本文首先揭示了情绪对营销信息分享的作用路径；然后基于情绪分类理论探讨了不同情绪对消费者营销信息分享行为的作用差异；最后从“刺激导致情绪，情绪引发行为”的逻辑出发，对“信息—情绪—分享行为”这一过程中的相关理论进行了梳理，并就未来的研究方向进行了展望。
关键词: 情绪; 营销信息; 信息分享; 营销沟通
Summary : As the consumer cost of shar information is reduced, the content and quality of consumer-generated marketing information become increasingly difficult to control. How to induce consumers to share the marketing information generated by the company in favor of brand images has become a significant problem that companies need to solve in the era of new media. As an individual's adaptive response to stimuli, emotions have been shown to influence individual decision-making, but the mechanism of how emotions influence the process of consumer information sharing is still a brand-new topic that urgently needs attention and discussion.
Based on the study of existing domestic and foreign literature, this paper mainly draws the following conclusions. First, the relationship between emotions, information, and sharing behaviors is mainly achieved through direct and intermediary paths. In the direct path, emotions are apparent in the information. Consumers can intuitively obtain emotional feelings through marketing information, and make quick judgments and decisions based on explicit emotions in the information. There is no need to integrate external marketing information and consumers' internal memory and association. In the intermediary path, emotions result from the stimuli of marketing information. Besides the marketing information itself, the presentation form and the presentation environment of marketing information can be used as stimuli to influence consumers' emotions, and then affect their sharing behaviors. Existing research focuses more on the intermediary path of emotions and ignores the direct path of emotions. Second, when discussing the differences in the effects of different emotions on information sharing behaviors, based on the emotion classification theory, scholars mainly discuss three aspects which respectively are emotion types, valence and arousal. It is found that information containing emotions are more communicative than those with no emotion. However, the current studies have not reached a consistent conclusion about whether positive or negative emotions are more likely to lead to consumers' sharing behaviors. Third, based on the logic of 'stimulus induce emotions and emotions induce behaviors', the functional process of information, emotions and sharing behaviors can be separated into three phases that each phase has a different theoretical basis. The emotional contagion theory and the emotion priming theory are mainly used to explain why external information stimuli can lead to different emotional changes. The emotion regulation theory is mainly used to explain why consumers will share information after experiencing emotional changes. The selective awareness theory and the negative bias theory is mainly used to explain why different emotions lead to different sharing behaviors.
Future research can deeply explore the mechanism of emotions in the process of marketing information sharing, and the individual's choice and processing mechanism for marketing information. In order to better explain the issue of 'what information consumers are more willing to share', it can be discussed specifically in the following three aspects:the emotions' influence on re-dissemination of marketing information, the 'emotional preference' effect of information media, and the mechanism of mixed emotions.
Key words: emotions|marketing information|information sharing|marketing communication
收稿日期：2018-02-09
基金项目：教育部人文社会科学青年基金项目（15YJC6300055）；东华大学人文社会科学预研究资助项目（108-10-0108066）
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