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| The Influence of Information Framework on Users’ Recommend Intention in Threshold Social Referral System |
| WANG Yisu，WANG Kanliang |
| Renmin University of China, Beijing, China |
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Abstract Based on the Framing Theory, we analyze the differential effects of benefit-oriented and cost-oriented information presentation frameworks in the context of threshold-type social referral system. Employing experimental methodologies, the study investigates the impact mechanisms of information presentation on user willingness to engage in referral activities. The findings reveal that benefit-oriented information presentation is more conducive to incentivizing user participation in referral activities, with perceived benefits and costs serving as mediating factors. When matched with individual regulatory focus, cost-focused information presentation can reduce perceived costs for prevention-focused users, thereby increasing their willingness to refer. Conversely, benefit-oriented information presentation, aligned with individual regulatory focus, enhances perceived benefits for promotion-focused users, mitigates perceived costs, and elevates their willingness to refer.
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Received: 31 May 2023
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