摘要
研究基于信号传递理论和态度转移假说,构建社交背书对社交媒体广告效果影响的多层次理论模型,利用统计和模糊集定性比较分析(fsQCA)两种方法进行模型检验。研究发现,好友背书和群体背书均正向促进用户参与行为,从而提升广告记忆、广告态度和品牌态度,进而促进购买意愿;社交背书通过心流体验的中介作用间接影响用户参与行为。此外,利用fsQCA方法发现三类触发用户参与行为和四类触发购买意愿的前因构型。
In order to make better use of platform social cues to improve advertising effect,this paper explores the overall influence path and mechanism of the display of social cues of social endorsement on advertising effect.Based on the signal transfer theory and attitude transfer hypothesis,a multi-level theoretical model of the impact of social endorsement on social media advertising effect was constructed.Experimental design was used to explore,and the model was tested by statistical methods and fuzzy set qualitative comparative analysis(fsQCA).The results show that both friend endorsement and group endorsement positively promote user engagement behavior,thereby improving advertising memory,advertising attitude and brand attitude,and further promoting purchase intention.Social endorsement indirectly affects user engagement behavior through the mediating effect of flow experience.In addition,the fsQCA method is used to find three types of antecedent configurations that trigger user engagement behavior and four types that trigger purchase intention.The results suggest that social media platforms can make full use of social cues to promote the transformation of advertising effectiveness.
作者
李雯雯
夏志杰
王诣铭
LI Wen-wen;XIA Zhi-jie;WANG Yi-ming
出处
《新闻大学》
CSSCI
北大核心
2023年第6期84-100,120,共18页
Journalism Research
基金
国家社会科学基金一般项目“大数据支持下网络谣言智慧治理机制及运行策略研究”(21BGL243)
上海市哲学社会科学规划一般项目“大数据时代伪健康信息传播特征及多主体协同干预研究”(2020BGL005)。
