社交媒体环境下一致性与社交性对信息流广告规避的影响研究

被引:41
作者
范思
鲁耀斌
胡莹莹
机构
[1] 华中科技大学管理学院
关键词
信息流广告; 社交媒体; 社交性; 广告规避;
D O I
暂无
中图分类号
F713.8 [广告];
学科分类号
050302 ; 1403 ;
摘要
利用有限注意力理论和社会存在感理论,以信息流广告为研究对象,研究社交媒体环境下影响用户信息流广告规避的因素。来自351名社交媒体用户的在线问卷分析结果表明,一致性有助于减少无目标用户的目标阻碍与广告群聚,但会增加有目标用户的广告规避,以此证明用户模式存在调节效应;感知社交性越高的用户会产生较低水平的目标阻碍、广告群聚及广告规避,而社交性能通过观点支持和活动支持得到改善。
引用
收藏
页码:759 / 766
页数:8
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