研究摘要对科研成果传播效果的影响——基于摘要特征的联合分析研究
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摘要
创业中的循证实践要求研究者必须有效地传播科研成果。关注了如何通过研究摘要将成果"促销"给创业者。借鉴营销传播文献,使用联合分析方法,考察了研究摘要的特征如何对其吸引力产生影响。研究结果表明,摘要的长度、媒体丰富度和信源可信度都具有积极的影响。术语被认为具有负面影响,并且创业者对科研的涉入度会调节这种影响。但研究结果并不完全支持该观点。
Evidence-based practice in entrepreneurship requires effectively disseminating research findings.This paper focuses on how to"promote"research findings to entrepreneurs through abstracts.Based on the marketing communication literature,the conjoint analysis technique is used to investigate how the characteristics of abstracts affect their appeal.The length,media richness,and source credibility of abstracts are found having positive effects.The paper also argues that terminology has a negative impact,and that entrepreneurs' involvement in research will moderate these effects.But the results do not fully support these ideas.
Evidence-based practice in entrepreneurship requires effectively disseminating research findings.This paper focuses on how to"promote"research findings to entrepreneurs through abstracts.Based on the marketing communication literature,the conjoint analysis technique is used to investigate how the characteristics of abstracts affect their appeal.The length,media richness,and source credibility of abstracts are found having positive effects.The paper also argues that terminology has a negative impact,and that entrepreneurs' involvement in research will moderate these effects.But the results do not fully support these ideas.
引文
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[30]YANG S,KANG M,JOHNSON P.Effects of narratives,openness to dialogic communication,and credibility on engagement in crisis communication through organizational blogs[J].Communication Research,2010,37(4):473-497.
[31]BERGKVIST L,ROSSITER J R.The predictive validity of multiple-item versus single-item measures of the same constructs[J].Journal of Marketing Research,2007,44(2):175-184.
[32]NAIR A,ATASEVEN C,HABERMANN M,et al.Toward a continuum of measurement scales in Just-in-Time(JIT)research———an examination of the predictive validity of single-item and multiple-item measures[J].Operations Management Research,2016,9(1):35-48.
[33]吴晓波,张超群,王莹.社会网络、创业效能感与创业意向的关系研究[J].科研管理,2014,35(2):104-110.
[34]BAKER M J,CHURCHILL Jr G A.The impact of physically attractive models on advertising evaluations[J].Journal of Marketing Research,1977,14(4):538-555.
[35]HUGHES T,O'REGAN N,WORNHAM D.The credibility issue:closing the academic/practitioner gap[J].Strategic Change,2008,17(7-8):215-233.
[2]MORRELL K,LEARMONTH M.Evidence-based management[M]//WILKINSON A, ARMSTRONG S J,LOUNSBURY M.The Oxford Handbook of Management.Oxford:Oxford University Press,2017.
[3]吕力,田勰,方竹青.实证、行动与循证相结合的管理研究综合范式[J].科技创业月刊,2017,30(9):84-88.
[4]SHAPIRO D L,KIRKMAN B L,COURTNEY H G.Perceived causes and solutions of the translation problem in management research[J].Academy of Management Journal,2007,50(2):249-266.
[5]张晓涛,郭蕊.在习近平科技创新思想指引下推进我国高校科研成果转化[J].科学管理研究,2018,36(1):26-29.
[6]BARTUNEK J M,RYNES S L.Academics and practitioners are alike and unlike[J].Journal of Management,2014,40(5):1181-1201.
[7]VAN DE VEN A H,JOHNSON P E.Knowledge for theory and practice[J].Academy of Management Review,2006,31(4):802-821.
[8]尹西明,王毅,陈劲.高校创造的知识转移到哪去了?———对我国高校专利许可的时空分布研究[J].科学学与科学技术管理,2017,38(6):12-22.
[9]CAO X,LIU Y,ZHU Z,et al.Online selection of a physician by patients:empirical study from elaboration likelihood perspective[J].Computers in Human Behavior,2017,73:403-412.
[10]CYR D,HEAD M,LIM E,et al.Using the elaboration likelihood model to examine online persuasion through website design[J/OL].Information &Management,2018,In press(2018-03-23)[2018-08-22].https://doi.org/10.1016/j.im.2018.03.009.
[11]WALIA N,SRITE M,HUDDLESTON W.Eyeing the web interface:the influence of price,product,and personal involvement[J].Electronic Commerce Research,2016,16(3):297-333.
[12]PETTY R E,CACIOPPO J T.The elaboration likelihood model of persuasion[J].Advances in Experimental Social Psychology,1986,19(4):123-205.
[13]甘哲娜.基于ELM的在线旅游网站消费者使用行为研究[J].管理学报,2016,13(6):889-898.
[14]查先进,张晋朝,严亚兰.微博环境下用户学术信息搜寻行为影响因素研究———信息质量和信源可信度双路径视角[J].中国图书馆学报,2015,41(3):71-86.
[15]CHAIKEN S,MAHESWARAN D.Heuristic processing can bias systematic processing:effects of source credibility,argument ambiguity,and task importance on attitude judgment[J].Journal of Personality and Social Psychology,1994,66(3):460-473.
[16]SOLEY L C.Copy length and industrial advertising readership[J].Industrial Marketing Management,1986,15(3):245-251.
[17]MACINNIS D J,MOORMAN C,JAWORSKI B J.Enhancing and measuring consumers'motivation,opportunity,and ability to process brand information from ads[J].Journal of Marketing,1991,55(4):32-53.
[18]李婷婷,魏辅轶,叶超,等.网络群体传播中非正式信息长度对传播效果影响研究[J].现代情报,2010,30(12):36-40.
[19]丁学君.网络口碑可信度的影响因素[J].技术经济,2012,31(11):122-128.
[20]KAREKLAS I,MUEHLING D D,WEBER T J.Reexamining health messages in the digital age:a fresh look at source credibility effects[J].Journal of Advertising,2015,44(2):88-104.
[21]马向阳,徐富明,吴修良,等.说服效应的理论模型、影响因素与应对策略[J].心理科学进展,2012,20(5):735-744.
[22]RATNESHWAR S,CHAIKEN S.Comprehension's role in persuasion:the case of its moderating effect on the persuasive impact of source cues[J].Journal of Consumer Research,1991,18(1):52-62.
[23]HORNUNG J M.Revisiting media richness theory:social cues impact on understanding in a textual world[D].New York City:Pace University,2015.
[24]丁君风,姜进章,伍凌燕.FTF和CMC的沟通满意度、沟通效率与个体主义和群体主义价值观相关性分析[J].学海,2013(1):103-112.
[25]SIMON S J,PEPPAS S C.An examination of media richness theory in product web site design:an empirical study[J].Info,2004,6(4):270-281.
[26]姜力文,戢守峰,孙琦,等.考虑品牌APP丰富度的O2O供应链渠道选择与定价策略[J].管理工程学报,2018,32(3):178-187.
[27]MITRA A,RAYMOND M A,HOPKINS C D.Can consumers recognize misleading advertising content in a media rich online environment?[J].Psychology &Marketing,2008,25(7):655-674.
[28]MCDONNELL L,BARKER M K,WIEMAN C.Concepts first,jargon second improves student articulation of understanding[J].Biochemistry and Molecular Biology Education,2016,44(1):12-19.
[29]魏华,黄金红.在线评论对消费者购买决策的影响———产品卷入度和专业能力的调节作用[J].中国流通经济,2017,31(11):78-84.
[30]YANG S,KANG M,JOHNSON P.Effects of narratives,openness to dialogic communication,and credibility on engagement in crisis communication through organizational blogs[J].Communication Research,2010,37(4):473-497.
[31]BERGKVIST L,ROSSITER J R.The predictive validity of multiple-item versus single-item measures of the same constructs[J].Journal of Marketing Research,2007,44(2):175-184.
[32]NAIR A,ATASEVEN C,HABERMANN M,et al.Toward a continuum of measurement scales in Just-in-Time(JIT)research———an examination of the predictive validity of single-item and multiple-item measures[J].Operations Management Research,2016,9(1):35-48.
[33]吴晓波,张超群,王莹.社会网络、创业效能感与创业意向的关系研究[J].科研管理,2014,35(2):104-110.
[34]BAKER M J,CHURCHILL Jr G A.The impact of physically attractive models on advertising evaluations[J].Journal of Marketing Research,1977,14(4):538-555.
[35]HUGHES T,O'REGAN N,WORNHAM D.The credibility issue:closing the academic/practitioner gap[J].Strategic Change,2008,17(7-8):215-233.