摘要
随着Ps和美图秀秀等软件的普及,人们自拍时常常使用景深等摄影特效,在微博和微信朋友圈颇受好评并流传广泛,导致很多企业纷纷尝试将其应用于产品广告呈现中,使景深广告呈现方式在营销实践领域运用十分广泛。随着景深广告在产品扩散领域的日益普及,景深广告呈现方式及其与产品类别的匹配对企业广告效果的影响也越来越大。构建整合的理论框架,从景深广告呈现方式与产品类别相匹配视角,基于认知流畅性理论和精细加工可能性理论,探讨景深广告呈现方式(深景深或浅景深)与产品类别(享乐品或功能品)相匹配对提升消费者产品评价的影响,以及感知可诊断性对该影响的中介效应。运用眼动与实验室实验相结合的研究方法,采用眼动指标和问卷测量相互佐证的实验研究设计,借助方差分析和Bootstrapping方法,检验景深效应及其影响消费者对产品评价的内在机制。研究1A的结果表明,与深景深呈现相比,浅景深呈现导致受众认知流畅性更低,并初步验证景深效应。研究1B的结果表明,深景深产品广告呈现促进消费者依赖情感处理信息,浅景深产品广告呈现促进消费者依赖认知处理信息。研究2的结果表明,深景深广告与享乐型产品相匹配、浅景深广告与功能型产品相匹配时,可以增强对产品的评价,并且感知可诊断性起中介作用,构建了完整的内部机制模型。研究3的结果表明,通过模拟情景实验,排除其他解释机制,进一步增强了景深效应的稳健性。研究4的结果表明,产品发售时机对于景深广告呈现方式与产品类别匹配对提升产品评价的影响具有调节作用。研究结论拓展了产品扩散领域相关理论研究,为企业应用景深效应产品呈现的广告设计和网页产品图片展示提供可行性建议,具有重要的理论意义和现实意义。
Along with the popularity of Ps and Meitu Xiuxiu software,people often use photography effects such as depth of field when taking selfies,and they are well received and widely spread in Weibo and WeChat moments,which has led many companies to try to apply them to product advertisements.This makes the presentation type of depth of field advertisement widely used in the field of marketing practice.With the increasing popularity of depth of field advertising in the field of product diffusion,the type of depth of field advertising and its fitting with product information have an increasing impact on corporate advertising effectiveness.Construct an integrated theoretical framework to explore the depth of field effect and its psychological mechanism affecting consumer information processing methods,and make a reasonable explanation for improving product evaluation behavior response.From the perspective of fitting the depth of field advertisement presentation method with product category,based on cognitive fluency theory and elaboration likelihood model,explore the impact of fitting depth of field advertising presentation(deep depth/shallow depth of field)with product category(hedonic/functional)on improving consumer product evaluation and the mediating effect of perceived diagnosability on this effect.Using the combination of eye movement and laboratory experiments,the experimental research design of mutual evidence was measured by using eye movement index and questionnaire.The depth of field effect and the internal mechanism of consumers′evaluation of products were tested by means of analysis of variance and Bootstrap method.The results of the study show that:Study 1 A has shown that compared with the depth of field presentation,the shallow depth of field presentation leads to lower audience cognitive fluency and preliminary verification of depth of field effect.Study 1 B showed that the deep depth of field product advertisement presentation promotes consumer dependence on emotional processing information,while the shallow depth of field product advertisement presentation promotes consumer dependence on cognitive processing information.Study 2 found that deep-depth advertisements fitted the hedonic products.When shallow depth of field advertisements were matched with functional products,the evaluation of the products could be enhanced,and the mediating role of perceptual diagnosability was verified,and a complete internal mechanism model was constructed.Study 3 further enhanced the robustness of the depth of field effect by excluding other interpretation mechanisms through stimulating situation experiment.Study 4 showed the adjustment effect of the product launch timing on the fitting of the depth of field advertisement presentation type and product category to enhance product evaluation.The conclusions of this study not only expand the relevant theoretical research in the field of product diffusion,but also provide feasible suggestions for the application of advertisement design and webpage product image presentation of enterprise application for depth of field effect products,which has important theoretical and practical significance.
作者
孟陆
刘凤军
陈斯允
段珅
李巧
MENG Lu;LIU Fengjun;CHEN Siyun;DUAN Shen;LI Qiao(Business School,Renmin University of China,Beijing 100872,China;School of Management,Jinan University,Guangzhou 510632,China;Business School,Beijing Wuzi University,Beijing 101149,China)
出处
《管理科学》
CSSCI
北大核心
2021年第2期129-143,共15页
Journal of Management Science
基金
国家自然科学基金(71272153)
北京市社会科学基金(16GLB031)
中央高校博士生资助项目。
关键词
景深广告
享乐型产品
功能型产品
感知可诊断性
产品评价
depth of field advertising
hedonic products
functional products
perceptual diagnosability
product evaluation
