交互式社交媒体广告中用户共情表达和购买意愿的影响机制研究

移动信息技术的高速发展使社交媒体的广告形式得到革新, 交互式社交媒体广告崭露头角。本文聚焦于用户的社交性心理与行为, 基于效果层级模型和认知发展理论, 构建了用户共情表达和购买意愿影响机制, 并通过337个样本进行了验证。研究结果表明, 2种社会心理因素(错失焦虑和社会影响)和2种广告内容因素(内容质量和信源可靠)显著正向影响用户对交互式社交媒体广告的广告认知; 用户的广告认知通过影响广告态度显著正向影响共情表达和购买意愿; 共情表达意愿显著正向影响购买意愿。本文为企业进行社交媒体广告投放提供了实践指导, 也为社交媒体广告研究提供了方向。

The Influencing Mechanism of User Empathy Expression and Purchase Intention in Interactive Social Media Advertising

The rapid development of mobile information technology has further innovated the forms of advertising in social media. Interactive social media advertising has won the favor of enterprises. Focusing on the unique interactive behavior and psychology of users and based on the hierarchy of effects model and cognitive-developmental theory, a model of user empathy expression and purchase intention is constructed and verified by 337 valid samples. The research results show that two social psychological factors (fear of missing out and social influence) and two advertising content factors (content quality and source credibility) significantly positively affect users’ advertising cognition; that users' advertising cognition is passed ultimately affects empathy expression and purchase intention through affecting advertising attitude, and that users’ empathy expression intention significantly affects purchase intention. Guidance for companies is provided to conduct interactive social media advertising, and research directions and suggestions put forward for mobile social media interactive advertising research.