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.
WANG Yisu,WANG Kanliang. The Influence of Information Framework on Users’ Recommend Intention in Threshold Social Referral System[J]. Chinese Journal of Management, 2024, 21(2): 287-.
