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论文编号：	13131
作者编号：	1120160803
上传时间：	2022/6/6 20:37:28
中文题目：	公司社交媒体评论隐藏、评论语言性质与投资者投资判断
英文题目：	Corporation Hiding Replies on Social Media, Valence of the Replies’ Language and Investors’ Investment Judgments
指导老师：	张继勋
中文关键字：	社交媒体；评论隐藏；评论语言的性质；投资者投资判断
英文关键字：	social media; hiding replies; valence of the replies’ language; investors’ investment judgments
中文摘要：	随着网络和科学技术的迅猛发展，社交媒体逐渐成为公司与投资者进行互动和信息交流的重要沟通平台，越来越多的公司开通了官方微博或推特账号，以通过社交媒体平台发布和沟通信息。实践中，社交媒体的社群规则强调了网络社区清洁、文明、和谐的重要性，并推出了隐藏评论功能以过滤在线沟通中的不当言论。实践中发现，公司在使用隐藏评论功能的过程中，选择隐藏的评论信息的语言性质存在异质性。具体来说，一些被隐藏的评论内容的确采用了粗鲁无礼的语言表达，但是一些采用了得体、文明语言的评论也可能会被隐藏，隐藏不粗鲁语言的评论信息可能有悖于隐藏评论功能的最初目的。社交媒体平台沟通交流涉及传播学和心理学内容，而评论语言的性质则主要涉及语用学理论。本文基于传播学的人际欺骗理论、心理学的认知反应理论以及语用学的礼貌原则，采用实验研究方法，分析并检验了公司在社交媒体平台上的评论隐藏与评论语言的性质对投资者投资判断的影响。 本文共分为六章，具体内容包括：第一章是引言，包括三部分内容，第一节详细叙述本文的研究背景，在此基础上提出研究问题并阐释研究意义，第二节介绍了研究框架、研究所采用的方法和研究可能的创新，第三节界定了研究中所涉及的主要概念；第二章为文献综述，对社交媒体和语言特征领域的相关文献进行了梳理和述评；第三章包括理论分析和研究假设两部分内容，介绍了传播学的人际欺骗理论、心理学的认知反应理和语用学的礼貌原则，并基于人际欺骗理论、认知反应理论和礼貌原则分析公司在社交媒体平台上的评论隐藏与评论语言性质对投资者投资判断的共同影响，在理论分析的基础上提出研究假设；第四章具体介绍了实验设计，内容包括实验的设计思路、被试情况、实验任务和实验过程介绍，同时介绍了对变量的操控和测量；第五章列示实验结果，检验假设并进行附加分析；第六章为本文的研究结论，包括研究结论概述、实践启示和局限性分析，以及未来研究的可能方向。 本文主要的研究结论包括： 1.根据人际欺骗理论，公司在社交媒体平台上隐藏评论会对投资者的投资判断产生影响。具体而言，隐藏评论作为一种隐瞒行为，是欺骗的一种，会降低投资者感知的公司坦率性和可信性，并最终降低投资者的投资判断；除此之外，通过语用学的礼貌原则和心理学的认知反应理论分析认为，公司在社交媒体平台上的评论隐藏与评论语言的性质会共同影响投资者的投资判断，且当评论信息采用不粗鲁的语言时，公司在社交媒体平台上的评论隐藏对投资者投资判断的影响，先后被投资者感知的公司坦率性和投资者感知的公司可信性所中介。 2.实验结果表明，相比不隐藏评论，在隐藏评论且被隐藏评论可以打开、看见的情况下，投资者的投资判断更低；相对于评论信息采用粗鲁的语言，在评论信息采用不粗鲁语言的情况下，投资者的投资判断更低。 3.实验结果表明，评论隐藏与评论语言的性质会共同影响投资者的投资判断，具体而言：（1）当社交媒体评论语言不粗鲁时，与隐藏评论且被隐藏评论可以打开、看见相比，在不隐藏评论的情况下投资者判断的投资吸引力更高；（2）当社交媒体评论语言粗鲁时，无论评论是否隐藏，投资者做出的投资判断可能没有差异。 4.中介效应分析表明，当评论信息采用不粗鲁的语言时，评论隐藏对投资者投资判断的影响，先后被投资者感知的公司坦率性和投资者感知的公司可信性所中介。
英文摘要：	With the rapid development of the Internet and science technology, social media gradually become a significant communication platform for companies and incestors to interact and exchange information. More and more companies have official Weibo or Twitter accounts, which allows them to publish and communicate information through social media platforms. In practice, the community rules of social media emphasize the importance of a clean, civilzed and harmonious online environment, and have introduced hidden replies function to filter inappropriate speech during online communication. After analyzing the practice content, we find that the valence of replies hidden by companies varies widely. Specially, some hidden replies are indeed expressed in rude language, but some decent and civilized non-rude replies will also be hidden. Hidding non-rude replies may go beyond the original purpose of hidden replies function. Communication on social media involves the research content of communication and psychology, while the valence of replies mainly involves pragmatic theory. Based on interpesonal deception theory in communication, cognitive response theory in psychology, and politeness principle in pragmatics, this dissertation uses experimental research methods to analyze and examine the joined effect of companies’ hidden replies behavior and the valance of replies on investors’ investment judgments on the social media platforms. There are six chapters in the dissertation, and the details are as follows: First chapter is the introduction, which includes three parts. The first section describes the research background, proposes the specific research questions and explains the research implications based on the background. The second section presents research framework, research methods and possible research innovations. At the same time, the third section introduces the main concepts involves in the research; The literature review is introduced in the second chapter. Literatures relating to social media and language freatures have been sorted out and systematically reviewed in the second chapter; The third chapter includes two parts: theoretical analysis and research hypothesis. In Chapter three, interpersonal deception theory in communication, cognitive response theory and politeness principle in pragmatics have been introduced. Based on the three theories, we analyze the joined effect of the companies’ hiding replies behavior and the valance of replies on investors’ investment judgments, and put forward corresponding research hypotheses based on the theory analysis; Chapter four describes the experimental design. To be more specifical, the fourth chapter introduces the experimental design, experimental subjects, experimental tasks and experimental processes, and the manipulation and measure of variables; Chapter five states the experimental results, examines the hypothesis of this dissertation, and delivers additional test and analysis; Chapter six is the research conclusion. In this chapter, we summarize the research conclusion of this dissertation, narrate the research enlightenment and research limitations and lists the possible direction of future research. Research conclusions are as follows: 1. According to the interpersonal deception theory, companies’ hiding replies behavior on social media will have significant impact on investors’ investment judgments. Specifically, hiding replies behavior, as a kind of concealment, is literately a kind of deception behavior, which will reduce investors’ perceived companies’ frankness and credibility and therefore reduce the investors’ investment attraction. At the same time, this dissertation analyzes and shows that the hiding replies behavior and the valence of replies will jointly affect investors’ investment judgments. In addition, when non-rude language is used in replies, the impact of the companies’ hiding replies behavior on investors’ investment judgments is mediated by investors’ percedived companies’ frankness and investors’ perceived companies’ credibility. 2. The experimental results state that compared with non-hiding replies, investors’ investment attraction is lower when the replies are hidden and the hidden replies can be viewed; compared to the condition that replies are rude, when the replies are non-rude langauge, the investment attractiveness judged by the investors is lower. 3. The experimental results present that the companies’ hiding behavior and the valence of replies will jointly affect investors' investment judgments. To be more specifical: (1) when the replies are non-rude language, compared with hiding replies and hidden replies can be viewed, when the replies are not hidden, the investment attractiveness judged by the investors is higher. (2) when the replies are rude language, whether repiles are hidden or not, the investment attractiveness judged by investors may have no differences. 4. The intermediary analysis effect shows that when replies are non-rude langauge, the effect of hiding replies behavior on investors’ investment is successively mediated by the investors’ perceived companies’ frankenss and investors’ perceived companies’ credibiliy.
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