The Effects of Company Image and Communication Platform Alignment on Investor Information Processing
通过两个实验，研究了公司形象与新媒体沟通平台是否匹配如何影响投资者的信息处理流畅度和决策，发现匹配度提高处理流畅性但不改变投资金额。
ABSTRACT Motivated by firms' increasing use of new media technology for investor communications, we investigate how alignment between company image and communication platform affects investor judgment and decision making. In our first experiment, we demonstrate that investors expect alignment between firm image and the perception of the new media communication platform managers choose for investor relations. In a second experiment, we examine how this alignment affects investor judgment and decision making. We predict and find that greater platform-image alignment leads investors to experience subjective ease of processing, but does not change investment amounts. Additionally, we demonstrate an approach to conducting an explicit test of a null hypothesis by evaluating the convergence of null hypothesis significance testing (NHST) and Bayesian methods. Our findings have implications for researchers, firms, and investors, and add to a growing literature on new media disclosure.