成果简介
由上海对外经贸大学人工智能与变革管理研究院齐佳音教授作为共同通讯作者的学术论文“Creative Appeals in Firm-Generated Content and Product Performance”发表于信息系统领域国际顶尖学术期刊《Information Systems Research》（UTD-24 Journal, SCI, IF=5.207）。
随着微博等社交媒体的广泛使用,出现的企业相关的用户在线生成内容（Firm-Generated Content, FGC）能够为企业带来价值。“Creative Appeals in Firm-Generated Content and Product Performance”旨在探究企业生成内容中的情感型/功用型信息诉求对于产品销量的影响（通过产品的日销售额衡量）。通过对多类别、多来源的产品数据进行大规模实证分析，研究团队发现：较之功用型信息诉求，情感型诉求对产品销量有更高的积极影响，这种积极影响只有在信息质量和信息目标一致性超过某个阈值时才会产生。研究进一步证实，信息复杂性负向调节了情感型和功用型诉求对产品销量的影响，且对情感型诉求的负面调节作用更强。
该研究提出了基于消费者信息共鸣的多风格信息优化组合策略与企业生成内容创新策略，以此实现产品销量的显著提升，在实践层面为企业提升在线信息的管理与创新能力提供学理支持。
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
