Information & Management最新文献_第4页

Concertscapes: An investigation of the mediating and moderating mechanism driving attendance intention through the metaverse platform 情境：通过元空间平台驱动出席意愿的中介与调节机制研究

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-11-24 DOI: 10.1016/j.im.2025.104278

Raras Kirana Wandira , Gwo-Ji Sheen , Aida Loussaief , Julian Ming Sung Cheng , Chris Zeng Wei Luo

The virtual world-based metaverse could revolutionize how individuals experience reality by extending to the physical world and creating a seamless bridge for interaction between digital and tangible realms. Virtualizing live concerts to digital format in a virtual-physical integrated metaverse environment, compared to traditional virtual settings, provides a new paradigm for participating in a more immersive and interactive digital concert. Mainly drawing upon the Cognitive Absorption Theory and complemented by the Process Virtualization Theory, this research proposes a multi-stage framework to investigate the mechanism and underlying processes related to metaverse concert participation under contingent situations. This research applies a multi-survey approach, with two sequential quantitative studies—one distributed in Indonesia using Poplite and a subsequent survey in the United States through MTurk. The consistent findings from the two studies provide robust evidence for the roles of participants’ intrinsic motivations and the characteristics of the virtualization mechanism as vital determinants to influence the virtualizability of the metaverse concert process, leading to higher concert participation intention. Furthermore, concert performance risk is proven to act as a moderator in the relationship between process virtualizability and intention.

基于虚拟世界的虚拟世界可以通过扩展到物理世界，并为数字和有形领域之间的互动创造一个无缝的桥梁，从而彻底改变个人体验现实的方式。与传统的虚拟环境相比，在虚拟物理集成的虚拟环境中将现场音乐会虚拟化为数字格式，为参与更具沉浸感和互动性的数字音乐会提供了一种新的范例。本研究主要以认知吸收理论为基础，以过程虚拟化理论为补充，提出了一个多阶段的框架来研究偶然情况下元宇宙音乐会参与的机制和潜在过程。本研究采用多重调查方法，包括两项连续的定量研究——一项在印度尼西亚使用Poplite，另一项随后在美国通过MTurk进行调查。两项研究的一致结果为参与者的内在动机和虚拟化机制的特征是影响虚拟音乐会过程的重要决定因素，从而导致更高的音乐会参与意愿提供了有力的证据。此外，音乐会表演风险被证明在过程虚拟化和意图之间的关系中起调节作用。

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引用次数: 0

How does the number of attribute ratings affect a product’s overall rating? Evidence from Tripadvisor 属性评级的数量如何影响产品的总体评级？来自Tripadvisor的证据

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-11-23 DOI: 10.1016/j.im.2025.104275

Ziqiong Zhang , Yang Yang , Xueyan Wang , Chuxin Wang , Zili Zhang

A product’s overall rating serves as a quality indicator for prospective consumers, with the online rating system’s design playing a critical role. Yet it remains unclear how the number of attribute ratings that consumers assign informs overall ratings. To address this issue, we examined secondary data collected from online hotel reviews and conducted a randomized experiment. Results showed that consumers who provide more attribute ratings tend to give higher and less extreme overall ratings. More precisely, the presence of multiple attribute rating channels discourages consumers from transferring their evaluations of specific attributes to a product’s or service’s overall rating. Temporal distance and review photo number were found to moderate these relationships. Our research contributes to the literature by clarifying how the number of attribute ratings shapes consumers’ overall rating behavior. We offer corresponding suggestions for online sellers to develop more effective rating management strategies.

产品的整体评级是潜在消费者的质量指标，在线评级系统的设计起着至关重要的作用。然而，目前尚不清楚消费者分配的属性评级数量如何影响总体评级。为了解决这个问题，我们检查了从在线酒店评论中收集的二手数据，并进行了随机实验。结果表明，提供更多属性评级的消费者倾向于给出更高和更少极端的总体评级。更准确地说，多个属性评级渠道的存在阻碍了消费者将其对特定属性的评估转化为对产品或服务的总体评级。时间距离和回顾照片数量对这些关系有调节作用。我们的研究通过澄清属性评级的数量如何影响消费者的整体评级行为，为文献做出了贡献。我们为网上卖家提供了相应的建议，以制定更有效的评级管理策略。

引用次数: 0

Asymmetric cross-side network effects on online knowledge-sharing platforms and the role of platform recommendations 网络知识共享平台的非对称横向网络效应及平台推荐的作用

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-11-16 DOI: 10.1016/j.im.2025.104274

Wei Liu , Xueying Sun , Weiguo Fan , Zhengfa Yang

Online knowledge-sharing platforms (OKSPs) play an important role in enabling the participants to generate and transfer novel knowledge and obtain social support from their peers. To foster knowledge exchange between knowledge contributors and knowledge seekers, OKSPs implement various governance mechanisms, such as platform recommendations. We are interested in whether cross-side network effects (CNEs) exist on OKSPs, and how the OKSPs’ governance mechanisms affect these CNEs. In this study, we theorize knowledge-sharing processes between the contributor-side and the seeker-side, drawing on the dynamic theory of knowledge conversion. Using fine-grained longitudinal data from the Zhihu platform, we propose a vector autoregressive model (VAR) to examine the temporal dynamics of CNEs on OKSPs and the role of platform recommendations in the CNEs empirically. Our findings indicate that there are symmetrical short-run contributor-to-seeker CNEs and seeker-to-contributor CNEs. However, a temporal asymmetry is present between contributor-to-seeker CNEs and seeker-to-contributor CNEs in the long run. Specifically, we find the answers’ quantity and answers’ quality have short-run and long-run impacts on the growth of questions’ quantity, meaning that the contributor side plays a predominant role in driving the growth and evolution of OKSPs. Our findings also reveal that platform recommendations strengthen immediate and persistent growth in the number of questions and answers through the direct contributor-to-seeker and seeker-to-contributor CNEs rather than the indirect CNEs. Our study provides important theoretical implications to enrich knowledge management research from CNEs’ perspective, as well as practical insights for OKSPs in their operations to incorporate network analytics to promote participants’ engagement and knowledge exchange.

在线知识共享平台（oksp）在使参与者能够产生和转移新知识并获得同伴的社会支持方面发挥着重要作用。为了促进知识贡献者和知识寻求者之间的知识交流，oksp实施了各种治理机制，例如平台建议。我们感兴趣的是横向网络效应（CNEs）是否存在于oksp上，以及oksp的治理机制如何影响这些CNEs。在本研究中，我们借鉴知识转换的动态理论，将知识共享过程理论化。利用知乎平台的细粒度纵向数据，我们提出了一个向量自回归模型（VAR）来检验CNEs在oksp上的时间动态以及平台推荐在CNEs中的作用。我们的研究结果表明，存在对称的短期“贡献者-寻找者”CNEs和“寻找者-贡献者”CNEs。然而，从长期来看，在贡献者对寻求者的CNEs和寻求者对贡献者的CNEs之间存在时间上的不对称。具体而言，我们发现答案的数量和答案的质量对问题数量的增长有短期和长期的影响，这意味着贡献者方在推动oksp的增长和演变中起着主导作用。我们的研究结果还表明，平台推荐通过直接的贡献者到探索者和探索者到贡献者的CNEs而不是间接的CNEs，加强了问题和答案数量的即时和持续增长。本研究从CNEs的角度为丰富知识管理研究提供了重要的理论启示，并为oksp在运营中整合网络分析以促进参与者参与和知识交流提供了实践见解。

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引用次数: 0

How and when does techno-invasion lead to cyberslacking and decreased performance? The roles of neutralization and a psychological safety climate 科技入侵如何以及何时导致网络懈怠和性能下降？中和与心理安全气候的作用

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-11-01 DOI: 10.1016/j.im.2025.104273

Yifan Li , Christy M.K. Cheung , Yang Chen

Cyberslacking, or the non–work-related use of information technology during work hours, has emerged as an important concern for organizations and individuals, prompting the need to understand why, how, and when employees engage in this deviant workplace behavior. We develop a research model based on the transactional perspective of stress and neutralization theory and examine whether techno-invasion (i.e., the perception of being “always exposed” due to constant connectivity that blurs the desired work–life boundary) triggers a coping response (i.e., cyberslacking) through the psychological mechanism of neutralization, and whether this response affects performance outcomes (i.e., job performance). We then explore whether a team-level shared belief that it is safe to take interpersonal risks (i.e., a psychological safety climate [PSC]) serves as a cross-level boundary condition that reinforces the effect of techno-invasion. Our analysis of the data collected from a three-wave time-lagged survey of 219 employees and their team leaders across 60 work teams provides substantial support for our model. Our findings indicate that employees in teams with a strong PSC are more likely than their counterparts to adopt neutralization techniques and thus engage in cyberslacking when faced with techno-invasion, and that this can negatively affect job performance. This study calls attention to the potential psychological safety risks associated with integrating technology into the workplace. The implications for both research and practice are discussed.

网络懈怠，即在工作时间使用与工作无关的信息技术，已经成为组织和个人关注的一个重要问题，促使人们需要了解员工为什么、如何以及何时会出现这种不正常的工作场所行为。我们基于压力与中和理论的交易视角建立了一个研究模型，并研究了技术入侵（即，由于持续的连接模糊了期望的工作与生活边界而“总是暴露”的感知）是否通过中和的心理机制触发应对反应（即网络懈怠），以及这种反应是否影响绩效结果（即工作绩效）。然后，我们探讨了团队层面的共同信念，即承担人际风险是安全的（即心理安全气候[PSC]）是否作为加强技术入侵效应的跨层面边界条件。我们对来自60个工作团队的219名员工及其团队领导的三波滞后调查收集的数据进行了分析，为我们的模型提供了有力的支持。我们的研究结果表明，在PSC较强的团队中，员工更有可能采用中和技术，从而在面对技术入侵时进行网络懈怠，这可能会对工作绩效产生负面影响。这项研究引起了人们对将技术融入工作场所的潜在心理安全风险的关注。讨论了研究和实践的意义。

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引用次数: 0

How do digital entrants affect the digital transformation of incumbents? Differential effects of corporate governance factors 数字进入者如何影响现有企业的数字化转型？公司治理因素的差异效应

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-10-31 DOI: 10.1016/j.im.2025.104269

Lidong Wu , Qingyun Wang , He Jin , Dahui Li

By integrating institutional theory and resource-based theory, this study develops a research framework to examine the impact of digital entrants on the digital transformation of incumbents under various corporate governance scenarios. Utilizing panel data from 3712 Chinese A-share listed companies from 2011 to 2022, the results indicate that the emergence of digital entrants prompted incumbents to embrace digital transformation. Moreover, this relationship was moderated by four key corporate governance factors. Specifically, the centrality of shareholder networks and ownership concentration positively influenced the impact of digital entrants on digital transformation. Conversely, board diversity and the traditional technology background of the top management team had a negative moderating effect on this relationship. These findings enhance our understanding of how corporate governance differentially affects digital transformation and provide valuable guidance for incumbents in their digital transformation endeavors.

本文通过整合制度理论和资源基础理论，构建了一个研究框架，考察了不同公司治理情景下，数字进入者对在位者数字化转型的影响。利用2011年至2022年3712家中国a股上市公司的面板数据，结果表明，数字进入者的出现促使现有企业接受数字化转型。此外，这一关系还受到四个关键公司治理因素的调节。具体而言，股东网络的中心性和股权集中度正向影响数字进入者对数字化转型的影响。相反，董事会多样性和高层管理团队的传统技术背景对这一关系具有负向调节作用。这些发现增强了我们对公司治理如何影响数字化转型的理解，并为在职企业的数字化转型努力提供了有价值的指导。

引用次数: 0

The impact of value homophily, rational and emotional persuasion on information passing of social media advertisements: A model comparison approach 价值同质性、理性说服和情感说服对社交媒体广告信息传递的影响：一种模型比较方法

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-10-31 DOI: 10.1016/j.im.2025.104271

Gloria Hui Wen Liu , Cecil Eng Huang Chua , Neil Chueh-An Lee , Jenny Hua-Jen Wu

Increasingly, businesses collaborate with influencers and content creators (the source) to advertise on social media, with social media users being exposed to an environment saturated with unsolicited advertisements. With social contacts remaining the most trusted advertisement sources, users’ passing of such advertisements helps their dissemination and creates a specific kind of electronic word of mouth called information passing. Information passing involves users forwarding advertisements about products/services to someone else. Prior studies have found at least three factors influence information passing, including value homophily (similarity with the source as perceived by users), rational appeal (information about how a product can meet users’ utilitarian needs and increase personal gains), and emotional appeal (information about a product’s esthetic, pleasurable, and hedonic benefits to stir up positive feelings). There is some debate as to how these three factors interact to influence information passing. We propose, compare, and test three models. The direct model posits all three as standalone factors influencing users’ advertisement passing. The moderation model postulates value homophily interacts with rational and emotional appeal. The mediation model posits value homophily is caused by rational and emotional appeal. Our model comparison was performed using data collected from 412 social media users randomly exposed to a uniquely manipulated advertisement with an integrated survey via email. Our results demonstrate that although the direct and moderation model are significant, the direct model is a more parsimonious framework and overall better for explaining and predicting users’ information passing without incurring unnecessary complexity. Theoretical and practical implications are discussed.

越来越多的企业与影响者和内容创作者（来源）合作，在社交媒体上做广告，社交媒体用户暴露在一个充斥着未经请求的广告的环境中。由于社会联系仍然是最值得信赖的广告来源，用户传递此类广告有助于其传播，并创造了一种特定的电子口碑，称为信息传递。信息传递是指用户将产品/服务的广告转发给其他人。先前的研究发现，至少有三个因素影响信息的传递，包括价值同质性（用户感知到的与来源的相似性）、理性吸引力（关于产品如何满足用户的功利需求并增加个人收益的信息）和情感吸引力（关于产品的美学、愉悦和享乐利益以激起积极情绪的信息）。关于这三个因素如何相互作用影响信息传递，存在一些争论。我们提出、比较并测试了三种模型。直接模型假设这三个因素都是影响用户广告传递的独立因素。适度模型假定价值同质性与理性和情感诉求相互作用。中介模型假定价值同质性是由理性诉求和感性诉求引起的。我们的模型比较使用从412名社交媒体用户收集的数据进行，这些用户随机暴露在一个独特的操纵广告中，并通过电子邮件进行综合调查。我们的研究结果表明，尽管直接模型和适度模型都很重要，但直接模型是一个更简洁的框架，总体上更好地解释和预测用户的信息传递，而不会产生不必要的复杂性。讨论了理论和实践意义。

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引用次数: 0

On the impact of expertise-task distance in an online innovation community 在线创新社区专业-任务距离的影响研究

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-10-30 DOI: 10.1016/j.im.2025.104270

Yuling Xie , Quanwu Zhao , Heshan Sun

Knowledge co-production plays a pivotal role in online innovation communities by enabling collaborative knowledge generation. It often starts with an initial responder answering a question, and the answer is then refined by other modifiers. Operating under cognitive constraints, users cannot feasibly engage with every collaborative opportunity that arises. Yet, how they prioritize certain tasks over others—and what drives such task evaluation—remains theoretically underexplored. In this study, we introduce a novel construct, namely Expertise-Task Distance (ETD), to capture the discrepancy between a user’s professional expertise and the knowledge embedded in a task. Distinguishing between the Initial Responder’s ETD (IR_ETD) and Modifier’s ETD (M_ETD), we build a theoretical model grounded in expectancy-valence theory to explore how ETDs shape modifiers’ motivation to engage in knowledge co-production, particularly through two mechanisms: the opportunity to contribute (expectancy) and the benefits from contribution (valence). We empirically validate the research model with a dataset of 89,714 answer posts from Stack Overflow. The results reveal a quadratic (inverted U-shaped) relationship between IR_ETD and modifiers’ engagement in knowledge co-production, with maximum collaboration occurring at moderate IR_ETD levels. Furthermore, M_ETD has a direct negative effect on such engagement and negatively moderates the quadratic relationship between IR_ETD and knowledge co-production. Last, our findings demonstrate that knowledge co-production significantly enhances knowledge quality, underscoring the value of collaboration. These insights provide valuable implications for IS research and practice.

知识联合生产通过实现协作知识生成，在在线创新社区中发挥着关键作用。它通常以最初的应答者回答问题开始，然后由其他修饰语改进答案。在认知约束下操作，用户不可能参与到出现的每一个协作机会中。然而，他们如何将某些任务优先于其他任务，以及是什么推动了这种任务评估，在理论上仍未得到充分探讨。在这项研究中，我们引入了一个新的结构，即专家-任务距离（ETD），以捕捉用户的专业知识与任务中嵌入的知识之间的差异。区分初始反应者的ETD （IR_ETD）和修饰者的ETD (M_ETD)，我们建立了一个基于期望价理论的理论模型，探讨ETD如何影响修饰者参与知识合作生产的动机，特别是通过两种机制：贡献机会（期望）和贡献收益（价）。我们用来自Stack Overflow的89,714个回复帖子的数据集对研究模型进行了实证验证。结果表明，IR_ETD与修饰者参与知识协同生产之间呈二次型（倒u型）关系，在适度的IR_ETD水平下出现最大的合作。此外，M_ETD对知识协同生产有直接的负向影响，并负向调节IR_ETD与知识协同生产的二次关系。最后，我们的研究结果表明，知识合作生产显著提高了知识质量，凸显了合作的价值。这些见解为IS的研究和实践提供了有价值的启示。

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引用次数: 0

Artificial intelligence at work: A phenomenon-based interdisciplinary review and groundwork for multilevel scholarship 工作中的人工智能：基于现象的跨学科回顾与多层次学术基础

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-10-30 DOI: 10.1016/j.im.2025.104272

Sarah Bankins , Andrew Weaver , Mauricio Marrone , Simon Lloyd D. Restubog , Sang Eun Woo

The implications of artificial intelligence (AI) for work are significant and diverse, yet our understanding of its drivers remains siloed. This is partly due to a fragmented understanding of the AI phenomenon, its examination across diverse disciplines, and the contingent nature of its effects. We aim to help address these issues via two objectives. First, we explore the landscape of research by systematically reviewing how organizational science subdisciplines studying AI conceptualize, characterize, and investigate AI at work and then evaluate how this scholarship clarifies and contextualizes the phenomenon. By examining indicators of these dimensions, we identify distinct clusters of research that represent what we label as "application-orientation" and "generalized-orientation" categories. Comparatively, application-orientation research was the most likely to either define AI’s capabilities concretely or to situate their assessments within a specific function or industry, was less likely to characterize AI as a radically or wholly new and disruptive technology, less likely to contain claims regarding widespread technological unemployment resulting from AI, and less likely to focus on the negative (compared to the positive) outcomes of AI use for workers. Comparatively, generalized-orientation research was less likely to reference AI’s concrete capabilities or situate their analyses in a specific industry context, tended to be less empirical, and was more likely to position AI as radically disruptive or to focus on negative worker outcomes. Second, we seek to add to this research landscape by proposing an illustrative, interdisciplinary multilevel framework that suggests pathways toward balanced, multilevel assessments of the phenomenon.

人工智能（AI）对工作的影响是重大而多样的，但我们对其驱动因素的理解仍然是孤立的。这在一定程度上是由于人们对人工智能现象的理解不完整，对人工智能的研究跨越了不同的学科，以及其影响的偶然性。我们旨在通过两个目标帮助解决这些问题。首先，我们通过系统地回顾研究人工智能的组织科学分支学科如何概念化、表征和调查工作中的人工智能来探索研究的前景，然后评估该奖学金如何澄清和将这一现象置于背景下。通过检查这些维度的指标，我们确定了不同的研究集群，这些研究集群代表了我们所标记的“应用导向”和“广义导向”类别。相比之下，面向应用的研究最有可能具体地定义人工智能的能力，或者将其评估置于特定的功能或行业中，不太可能将人工智能描述为一种彻底或全新的颠覆性技术，不太可能包含有关人工智能导致的广泛技术失业的主张，也不太可能关注人工智能对工人使用的负面（与积极相比）结果。相比之下，广义导向研究不太可能参考人工智能的具体能力，也不太可能将其分析置于特定的行业背景下，往往缺乏经验，更有可能将人工智能定位为彻底的破坏性或专注于负面的工人结果。其次，我们试图通过提出一个说明性的、跨学科的多层次框架来增加这一研究景观，该框架提出了对这一现象进行平衡、多层次评估的途径。

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引用次数: 0

Socio-technical investigation of cyberbullying among adults: A qualitative content analysis of the legal responses to a complex social problem 成人网络欺凌的社会技术调查：对复杂社会问题的法律反应的定性内容分析

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-10-21 DOI: 10.1016/j.im.2025.104268

Chintha Kaluarachchi , Darshana Sedera , Matthew Warren

Cyberbullying is a growing concern, intensified by the widespread use of the Internet, social media, and mobile technologies. Features such as anonymity, impersonation, and the instantaneous reach to vast audiences enabled by these technologies further amplify the risks associated with cyberbullying. Although an extensive body of literature has examined cyberbullying, there remains a notable gap in socio-technical discourse, particularly concerning how individuals engage with social and technological environments to perpetrate cyberbullying. Specifically, the nuanced roles of technology and the dynamic interplay among offenders, victims, technologies, and forms of guardianship are rarely explored in depth within the existing literature. This study addresses these gaps by analyzing 75 court cases of cyberbullying, applying the principles of the general theory of crime (GTC) and routine activity theory (RAT) through a socio-technical lens that focuses on the offender, the victim, the technologies involved, and guardianship. The findings reveal two distinct processes by which cyberbullying emerges: “fist-to-click” and “born-digital.” These categories provide novel insights into the trajectories of adult cyberbullying and contribute to a more comprehensive understanding of the phenomenon.

网络欺凌日益受到关注，互联网、社交媒体和移动技术的广泛使用加剧了这一问题。这些技术所带来的匿名性、仿冒性以及对广大受众的即时接触等特性进一步放大了与网络欺凌相关的风险。尽管大量文献研究了网络欺凌，但在社会技术话语中仍然存在显著差距，特别是关于个人如何参与社会和技术环境以实施网络欺凌。具体来说，现有文献很少深入探讨技术的微妙作用以及罪犯、受害者、技术和监护形式之间的动态相互作用。本研究通过分析75个网络欺凌法庭案例，运用犯罪一般理论（GTC）和日常活动理论（RAT）的原则，通过关注罪犯、受害者、所涉及的技术和监护的社会技术视角来解决这些差距。研究结果揭示了网络欺凌产生的两个不同过程：“先点击”和“天生数字化”。这些分类为成人网络欺凌的轨迹提供了新的见解，有助于更全面地理解这一现象。

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引用次数: 0

Impact of original versus reposted social endorsements on content consumption: The moderating role of Endorsers’ network characteristics 原创与转发社会背书对内容消费的影响：背书人网络特征的调节作用

IF 8.2 2区管理学 Q1 COMPUTER SCIENCE, INFORMATION SYSTEMS

Information & Management

Pub Date : 2025-10-19 DOI: 10.1016/j.im.2025.104266

Anqi Zhao , Qian Tang

Social endorsements broadcast endorsers’ positive attitudes toward content or products, especially to their social ties. Original endorsements created by endorsers can be propagated further as reposted endorsements. Both are important marketing tools to increase content consumption, yet their differences are unclear. This study compares the impacts of original and reposted endorsements on content consumption and their contingencies on the endorsers’ network characteristics. Using data on social endorsements of YouTube videos on Twitter, we find that original endorsements (i.e., original tweets) significantly boost content consumption, and the effect is positively moderated by the endorsers’ network size but not their tie strength. In contrast, reposted endorsements (i.e., retweets) drive content consumption only when the endorsers have a sufficiently large number of social ties or a high percentage of weak ties. Furthermore, their endorsement effects differ regarding their contingencies on the endorsement message and the endorsed content. Specifically, original endorsements are more effective when the endorsement messages demonstrate higher cognitive effort, whereas the impact of reposted endorsements does not depend on the endorsement messages created by original endorsers. Additionally, the impact of original endorsements is more pronounced for content with higher user engagement, while reposted endorsements are more effective for content with lower user engagement. Our findings provide theoretical contributions and practical implications for consumer behavior and platform operations.

社会代言传播了代言人对内容或产品的积极态度，特别是对他们的社会关系。由背书人创建的原始背书可以作为转发背书进一步传播。两者都是增加内容消费的重要营销工具，但它们的区别尚不清楚。本研究比较了原创和转发代言对内容消费的影响，以及它们对代言人网络特征的连带影响。利用YouTube视频在Twitter上的社交代言数据，我们发现原创代言（即原创推文）显著促进了内容消费，并且这种效应与代言人的网络规模呈正相关，而与他们的联系强度无关。相比之下，只有当代言人拥有足够多的社会关系或高比例的弱关系时，转发的代言（即转发）才会推动内容消费。此外，他们的背书效果在背书信息和背书内容上的附带关系上也有所不同。具体来说，当代言信息表现出更高的认知努力时，原创代言更有效，而转发代言的影响并不取决于原创代言信息。此外，原创代言对用户参与度较高的内容影响更明显，而转发代言对用户参与度较低的内容影响更大。我们的研究结果为消费者行为和平台运营提供了理论贡献和实践意义。

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引用次数: 0