移动互联网带来的实时互动体验，使消费者能够在不同的场景下分享购买体验和产品评价。场景不仅是消费者进行情境互动的地点，也是移动营销的技术触点。然而，作为社交互动的重要环境，不同场景如何被消费者差异化地感知，以及如何影响口碑效价等问题尚不清楚。基于地理印记理论，本研究通过一项预实验、两项情景实验和一项田野实验证明：当处于交换型场景时，消费者更愿意分享正面或中性口碑；当处于共有型场景时，消费者更愿意分享极性口碑（正面或负面）。这种效应是由调节定向驱动的，即在交换型场景中，消费者倾向于防御定向，更多考虑的是维护个体社会身份，因此会分享正面或中性口碑；而在共有型场景中，消费者则更倾向于促进定向，会进行真实的自我表达，进而分享极性口碑。此外，本研究确定了场景影响消费者口碑效价效应的边界条件，即当产品类型为享乐品（vs. 实用品）时，该效应消失。本研究为企业有效管理口碑提供了可操作的指导建议。

The real-time interactive experiences enabled by mobile internet allow consumers to share their purchasing experiences and product reviews across different places. Place is where consumers engage in these interactions and serves as a key touchpoint for mobile marketing technologies. However, how different places are perceived by consumers and how they affect word-of-mouth (WOM) outcomes remain unclear. Based on the theory of geographical imprinting, this study integrates the results of a survey, two scenario studies, and a field experiment. The findings suggest that consumers are more likely to share positive or neutral WOM in exchange-oriented places, while they are more inclined to share polarized WOM (positive or negative) in communal-oriented places. This effect is driven by regulatory focus: in exchange-oriented places, consumers are more likely to adopt a prevention focus, prioritizing the maintenance of their social identity, which leads them to share positive or neutral feedback. In contrast, in communal-oriented places, consumers tend to adopt a promotion focus, engaging in more authentic self-expression, which drives the sharing of polarized opinions. Furthermore, the study identifies boundary conditions for the impact of places on WOM elfects-this ellect is diminished when the product type is hedonic (vs. utilitarian). These findings provide actionable insights for businesses seeking to manage WOM more effectively.