文献类型：会议论文

英文题名：Effects of social distance and matching message orientation on consumers' product evaluation

作者：Yang, Lu[1]; Chen, Jin[2]; Tan, Bernard C. Y.[1]

机构：[1] National University of Singapore, Singapore, Singapore; [2] School of Business, East China University of Science and Technology, China

会议论文集：HCI in Business - First International Conference, HCIB 2014, Held as Part of HCI International 2014, Proceedings

会议日期：June 22, 2014 - June 27, 2014

会议地点：Heraklion, Crete, Greece

语种：英文

外文关键词：Artificial intelligence - Computers - Economic and social effects

摘要：Despite a tremendous increase in the online sales of experiential products (e.g., clothes), how to present such kind of products to better intrigue online consumers remains unsolved. Relative to model presentation (i.e., presented by professional models), peer presentation (i.e., presented by peer consumers) is emerging as a new way of IT-enabled product presentation welcomed by online clothing merchants. Drawing on the Construal Level Theory, we examine the effects of peer presentation vs. model presentation, and the fitness between recommendation messages and these two types of presentation. We propose that compared to model presentation, peer presentation yields a closer psychological distance to a consumer, and is likely to arouse a lower level mental construal of the consumer. Thus, alongside peer presentation, a recommendation message that fits a low level construal (i.e., secondary features) is more persuasive. Contrarily, alongside model presentation, a recommendation message that fits a high level construal (i.e., primary features) is more persuasive. Lab experiments and a field experiment are designed to test these hypotheses. ? 2014 Springer International Publishing.