中文摘要：

社交网络的发展弱化了传统媒体的影响力,强化了消费者的影响力;在这种情况下,企业需要思考如何借助消费者传播营销信息,以影响其他消费者。本文从企业如何设计营销信息入手,探究消费者与企业所处的关系范式对消费者信息转发行为的影响。通过二手数据分析与实验法,本文得出如下结论：经济类刺激对触发交易关系范式下消费者的转发行为更有效;情感类刺激对触发共有关系范式下消费者的转发行为更有效;交易关系范式下消费者出于回报企业的动机分享,共有关系范式下消费者出于利己动机而分享。

英文摘要：

Company we-media is a new information dissemination channel which is developing quickly in the mobile internet environment. This communication channel weakens the impact of companies＇ direct communication with their consumers but strengthens the mutual influence among consumers. Compared to information from company, consumers rely more on other consumers＇ comments when making their decision. In such environment, companies need to consider how to facilitate the communication among consumers（e.g., how to choose information exposed to consumers; how to motivate consumers to share information with their peers）. Since different consumers may have interest in different content, we explore the moderating effect of relationship norms on the relationship between we-media content and consumers＇ intent to share.To get some preliminary insights, we collected 20 companies＇ micro-blog posts and coded them as either emotional posts or economic posts. The analysis of this secondary data showed that company＇s fans（nonfans） shared more emotional（economic） posts. We conducted two laboratory studies to further examine our hypothesis. In study 1, we used a 2（Relationship norms： exchange vs. communal） × 3（Economic information： no discount, 65% discount, 85% discount） between-subject design. Results indicated that participants in exchange（vs. communal） norm conditions were more willing to share economical information, and that this effect is driven by participants＇ motivation to help company in return. In study 2, we examine the moderating role of relationship norm in the effect of emotional information on consumers＇ sharing intention. A 2（Relationship norms： exchange vs. communal） × 2（Emotional information： product information, emotional information） between-subject design is used. As expected, the results showed that participants in communal（vs. exchange） norm condition were more motivated to get better social interaction with other consumers and hence more willing to share