Abstract

During the period of uncertainty and lack of control caused by the COVID-19 pandemic, we investigated how consumers evaluate online experiences using messages framed in different temporal perspectives. In the midst of the coronavirus outbreak, companies have been offering their experiential services online either in single long sessions (i.e., proximal framed message) or multiple short sessions over time (i.e., distal framed message). We found significant two-way interactions between temporal frames and levels of uncertainty, such that consumers with high (vs. low) levels of uncertainty respond more favorably when a distal (vs. proximal) framed message is applied. The path from fluency to high-control coping explained the interaction effect between temporal framing and levels of uncertainty on behavioral outcomes toward experience goods.

摘要

在 COVID-19 大流行造成的不确定性和缺乏控制的时期，我们调查了消费者如何使用以不同时间视角构建的消息来评估在线体验。在冠状病毒爆发期间，公司一直以单个长会话（即近端框架消息）或多个短会话（即远端框架消息）的形式在线提供体验服务。我们发现时间框架和不确定性水平之间存在显着的双向相互作用，因此具有高（与低）不确定性水平的消费者在远端（与近端）) 框架消息被应用。从流畅到高度控制应对的路径解释了时间框架和对体验商品的行为结果的不确定性水平之间的交互作用。