| 摘要: |
| 近年来,依托微信平台的朋友圈广告呈快速增长趋势,但过量的广告也令受众产生消极和抵触情绪。基于信息不对称理论和前景理论,研究感知价值与广告态度间的关系。朋友圈广告具有鲜明的社交属性,以传播过程和传播内容为主线,引入社交关系强度和广告内容社交程度两个变量反映社交属性,探究社交情境下广告感知价值的作用边界、社交属性对广告受众的影响机理以及对广告态度的调节作用。研究结果表明,感知价值与广告态度之间呈显著的倒“U”型关系,社交关系强度和广告内容社交程度都能够调节感知价值与广告态度之间的曲线关系。 |
| 关键词: 微信朋友圈 感知价值 广告态度 社交关系 广告内容社交 |
| DOI：10.13216/j.cnki.upcjess.2020.04.0006 |
| 分类号:G206.2 |
| 基金项目:国家自然科学基金项目(71802036) |
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| The Curvilinear Relationship Between Perceived Value and Advertising Attitude:An Empirical Study Based on Moderating Effect of Social Attributes |
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HAN Zhen, ZHANG Ying, LU Yongjun
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(Shipping Economics and Management College, Dalian Maritime University, Dalian, Liaoning 116026, China)
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| Abstract: |
| With the development of the WeChat, WeChat Moments Advertising grows very rapidly. However, excessive advertising also arouses negative emotions and resistance among the audience. Based on asymmetric in formation theory and prospect theory, this study examines the possibility of a curvilinear relationship between perceived value and advertising attitude. Focusing on the communication process and content, it introduces two variables, namely the tie strength and the socialization degree of the advertisement content, to reflect the moderating effect of social attributes and explore the boundary of perceived value of advertising in social context, the influence mechanism of social attributes on advertising audience, and the moderating effect of social attributes on advertising attitude. The results show that there is a significant inverted U-type relationship between perceived value and advertising attitude and that the tie strength and the socialization degree of the advertisement content can adjust the curvilinear relationship between perceived value and advertising attitude. |
| Key words: WeChat Moments perceived value advertising attitude social tie socialization degree of the advertisement content |
