社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。

How sharing on social media influences consumer choices

In today’s highly interconnected mobile and computer-mediated environment, where the act of posting is only a click away, consumers increasingly post their consumption experiences online, from social media to review websites and e-commerce marketplaces. Echoing this momentum, a growing number of brands and marketplaces explicitly encourage consumers to post their purchase experiences by deftly including social media buttons or using hashtag-rich digital communications that directly prompt consumers to post to trigger greater engagement and sales. Previous research has mainly focused on when and why consumers share on social media after purchases. The current research examines whether, how, and when exposure to sharing cues (e.g., social media buttons) during a purchase episode influences consumer choices. We argue that exposure to sharing cues promotes impression management motivation and decreases sense of autonomy. Based on these accounts, we examine two consequences: product interest and decision termination.