【作者】 李彬；

【导师】 贺远琼；

【作者基本信息】 华中科技大学 ， 企业管理， 2022， 硕士

【摘要】 数字技术的发展引发了媒介扩散机制的转变,更加顺应移动端信息投放场景和用户视听体验的短视频媒介成为内容营销领域发展的新引擎。这一媒介消费形态现已成为品牌植入的重要载体,它可以利用影响者的社会关系资本,为品牌产品提供了可观的曝光渗透,愈发受到营销实践者的重视和青睐。关于短视频影响者广告的研究正在不断增加,然而,目前很少有研究探讨影响者广告的披露方式如何影响用户对影响者披露的动机推断及其后续的广告效果。本研究以精细加工可能性模型和心流理论为基础,构建一个有调节的链式中介模型,探讨短视频情境下影响者广告内容与叙事背景的关联性对广告规避意向的影响机制。结果表明,短视频用户的对影响者广告的关联程度感知会负向影响其规避意向。用户对影响者的动机感知在关联程度和广告规避意向之间起中介作用,即更高程度的关联披露通过内在动机影响广告规避意向,而较低程度的关联披露则通过外在动机影响广告规避意向。此外,本研究证实了感知侵扰在关联披露和广告规避意向之间起中介作用,而感知动机和感知侵扰在关联披露和广告规避意向之间起链式中介作用。同时,关系强度通过作用于感知关联程度与感知动机的关系对整个链式中介模型起着调节作用。这些发现提供了关于短视频影响者广告的经验证据和理论支持,推进了广告规避的研究进展。同时有助于营销实践者了解短视频用户的行为决策特点并为营销活动的设计提供建议。在此基础上探讨了研究局限,为未来研究提供方向。更多还原

【Abstract】 The development of digital technology has triggered a shift in the media diffusion mechanism,and the short video medium,which is more responsive to the mobile information delivery scenario and users’ audiovisual experience,has become a new engine for the evolution of the content marketing field.This form has become an important vehicle for brand placement,which can utilize the social relationship of influencers to provide advertising exposure and brand penetration,and be increasingly valued for marketing practitioners.Research on short-form video influencer advertising is increasing,however,few studies have examined how influencer advertising affects motive inference processing and their subsequent advertising effectiveness.This study constructs a moderated serial mediation model based on the elaboration likelihood model and the flow theory to explore the mechanism of the relevance of influencer ad content and narrative context on ad avoidance intention in the short-video context.The results of the structural equation model(SEM)show that perceived relevance negatively influences ad avoidance intention.Motive perception mediates the relationship between perceived relevance and ad avoidance intention,the higher relevance negatively affects ad avoidance intention via enhancing intrinsic motive inference,while the lower relevance positively affects ad avoidance intention via increasing extrinsic motive inference.Perceived intrusiveness mediates the relationship between perceived relevance and ad avoidance intention.Perceived relevance can also affect ad avoidance intention in a serial mediation of motive perceptions and perceived intrusiveness.Tie strength moderates the whole serial mediation model by adjusting the relationship between perceived relevance and motive perception.These findings provide empirical evidence and theoretical support for short-form video influencer advertising,advancing research progress on ad avoidance.Moreover,it helps understand the users’ decision-making and provides marketing guidelines for practitioners.The limitations are explored to provide directions for future research.更多还原