【作者】 区敏；

【导师】 刘晓英；

【作者基本信息】 华南理工大学 ， 新闻传播学， 2018， 硕士

【摘要】 第三人效果理论由戴维森于1983年提出,之后成为了传播学领域非常重要的研究课题。随着互联网与新媒体应用的日益发展,错综复杂的互联网平台加大了品牌负面信息传播的可能性、不可控性以及危害性,同时也为第三人效果研究打开了新视野和新思路。本研究以新媒体环境下的品牌负面信息传播为背景,以第三人效果为理论基础,探讨品牌网络负面信息是否会在消费者身上引发第三人效果认知,而第三人效果认知的出现是否会进一步影响消费者的后续系列行为。此外,本研究还引入了多个中介因素来加深探讨它们与第三人效果之间的关系。在研究方法上,本研究主要采取问卷调查法,在检索大量文献资料的基础上提出逻辑严密的研究假设,以保证获得科学、可靠的研究结论。研究结果发现:首先,当消费者在网络上接收到品牌负面信息时,会倾向于评估该品牌负面信息对他人的影响大于对自己的影响。年龄越大的消费者所产生的第三人效果越强。其次,本研究将教育程度作为社会距离指标,证明了社会距离会影响第三人效果认知的强弱。当消费者接收到品牌网络负面信息时,会倾向于认为该信息对学历与自己相同者的影响较小,对学历比自己低者的影响较大。再有,对品牌网络负面信息涉入程度越深、接触频率越高的消费者,也会倾向于认为该信息对自己的影响较小,对他人的影响较大。最后,在关于第三人效果认知与后续行为关系的研究中,结果证明当消费者在网络上接收到品牌负面信息时,其产生的第三人效果认知与其后续的品牌购买行为倾向之间不存在相关关系;第三人效果认知与转发/告知他人行为之间则存在着显著的正相关关系。本研究通过引用现实社会中的品牌网络负面信息传播案例,对消费者第三人效果的内在机理和影响因素进行了深入的探究,并为企业在防范品牌负面信息传播或开展品牌危机管理时提供一定的借鉴意义。更多还原

【Abstract】 The third-person effect theory was proposed by Davidson in 1983 and later became a very important research topic in the field of communication science.With the increasing development of the Internet and new media applications,intricate Internet platforms have increased the possibility,uncontrollability,and harm of negative brand information dissemination.At the same time,they have opened up new horizons and new ideas for third party effectiveness research.This study takes the background of brand negative information dissemination under the new media environment as the background,and based on the third-person effect as a theoretical basis,discusses whether the brand negative information will trigger third-party effect cognition on the consumers,and the third-person effect cognition Whether it will further affect the consumer’s tendency to purchase the brand and its products.In addition,this study also introduces two intermediaries,social distance and involvement,to deepen the relationship between the two and third-party effects.In terms of research methods,this study mainly adopts literature analysis and questionnaire survey methods,and puts forward logical research assumptions on the basis of searching a large amount of literature data to ensure that scientific and reliable research conclusions are obtained.The specific findings are as follows:The study found that: First of all,when consumers receive negative brand information,they tend to assess the impact of negative brand information on others more than their own.The older third-party consumers produce stronger effects.Secondly,this study uses education as an indicator of social distance,and proves that social distance affects the effectiveness of third-party cognition.When consumers receive negative brand information,they tend to think that negative brand information has less influence on academic qualifications and the same person who has a lower education level than their own.Furthermore,consumers who are more involved in negative brand information and have higher contact frequency tend to think that negative brand information has less influence on themselves and has a greater impact on others.Finally,in the research on the relationship between third-party effect cognition and follow-up behavior,the results prove that when consumers receive negative brand information,the cognition of third-party effects produced by consumers and their follow-up brand purchasing behavior tends not to exist.There is a significant positive correlation between the third person’s effect recognition and the forwarding/notifying of other people’s behavior.This study intensively explores the intrinsic mechanism and causes of consumer third-party effects by citing cases of brand negative information dissemination in the real world.It also provides a certain degree of protection for enterprises in preventing the spread of negative brand information or brand crisis management.Reference significance.更多还原