【作者】 吴刚；

【导师】 任际范；

【作者基本信息】 哈尔滨工业大学 ， 工商管理， 2019， 硕士

【摘要】 根据CNNIC发布的报告,截止2018年底我国共有8.29亿的网民,其中手机网民有8.17亿,手机网民占总网民的98.6%。在这种网民移动化的背景下,人们越来越多地将社交媒体视为日常生活的重要组成部分,社交媒体逐步成为了连接消费者和广告主的平台,微信更是其中的代表。目前,微信广告主要由朋友圈广告、公众号广告和小程序广告组成。本文聚焦于朋友圈广告,从朋友圈广告的特性出发,探索微信朋圈广告特性影响广告规避的作用机制。本文在对已有文献进行梳理后,基于以前学者在广告特点方面的研究,同时结合朋友圈广告的实际情况,将朋友圈广告的特点总结为知识性、侵入性和个性化等三点。然后基于相关理论,深入研究朋友圈广告的特点与广告规避之间的关系,同时研究心理逆反在这一关系中的作用。此外,因为个性化容易导致隐私关注问题,进而研究了隐私关注在个性化与心理逆反的关系中的作用。本文用问卷收集数据,共计收集有效问卷287份。之后本文利用SPSS和Smart PLS进行信度与效度分析,用Smart PLS对研究模型的结构方程进行验证。研究结果表明:朋友圈广告的知识性对心理逆反有显著得负向影响;侵入性对心理逆反有显著得正向影响;个性化与心理逆反的关系不显著;个性化与隐私关注存相关的假设没有得到验证;隐私关注对心理逆反有显著的正向影响,心理逆反对广告规避有显著的正向影响。此外,本文以是否有点赞评论为分组变量进行的多群组补充性分析发现,有无点赞评论在侵入性与心理逆反的关系存在差异,在隐私关注与心理逆反的关系中也存在差异。更多还原

【Abstract】 According to the report released by CNNIC,by the end of 2018,there were 829 million Internet users in China,including 817 million mobile Internet users that are 98.6% of Internet users.In the context of mobilization of Internet users,people are increasingly considering social media applications as an important part of daily life,and are more likely to transfer their interactions to virtual platforms(WeChat,QQ,Weibo,Facebook,Instagram,LinkedIn,Twitter,etc.).Social tools have gradually become a platform for connecting consumers and advertisers,and WeChat is the representative.At present,WeChat advertising is mainly composed of moments advertising,public number advertising and small program advertising.This article focuses on moments advertising,starting from the characteristics of moments advertising,researches the impact of moments advertising characteristics on advertising avoidance.After reviewing the existing literature,this paper is based on the previous scholars’ research on advertising characteristics.At the same time,combined with the actual situation of WeChat moments advertising,and summarizes the characteristics of moments advertising as informativeness,intrusiveness and personalization.Then based on relevant theories,the author deeply studies the relationship between the characteristics of moments advertising and advertising avoidance.The author also researched the role of psychological reactance in this relationship.At the same time,because personalization easily leads to privacy concerns,the relationship between personalization 、 privacy concerns and psychological reactance is studied.In this paper,the data needed for the research were collected by questionnaires,and a total of 287 valid questionnaires were collected.After that,the paper uses SPSS and Smart PLS for reliability and validity analysis,and uses Smart PLS to verify the structural equation of the research model.The research results show that the informativeness of WeChat moments advertising has a significant negative impact on psychological reactance;invasiveness has a significant positive impact on psychological reactance;the relationship between personalization and psychological reactance is not significant;personalization has a significant negative impact on privacy concerns that the relevant assumption has not been verified;privacy concerns have a significant positive impact on psychological reactance,psychological reactance has a significant positive effect with advertising avoidance.In addition,this paper uses a supplementary analysis of whether it is a bit of like and comments as a grouping variable.It is found that there is a difference in the relationship between invasiveness and psychological reactance,and there is also a difference in the relationship between privacy concern and psychological reactance.更多还原