短视频广告诉求方式对消费者购买 意愿的影响研究

作者	张晓
姓名汉语拼音	zhangxiao
学号	2021000009019
培养单位	兰州财经大学
电话	18893489648
电子邮件	2945417661@qq.com
入学年份	2021-9
学位类别	学术硕士
培养级别	硕士研究生
学科门类	管理学
一级学科名称	工商管理
学科方向	企业管理
学科代码	120202
第一导师姓名	郭晓云
第一导师姓名汉语拼音	guoxiaoyun
第一导师单位	兰州财经大学
第一导师职称	副教授
题名	短视频广告诉求方式对消费者购买意愿的影响研究
英文题名	Research on the Influence of Short Video Advertisement Appeal Mode on Consumers' Purchase Intention
关键词	短视频广告广告诉求共情购买意愿产品卷入度
外文关键词	Short video advertisement; Advertising appeal; Empathy; Purchase intention; Product involvement degree
摘要	在互联网传播媒介不断更迭升级的大背景下，企业借助短视频广告，结合不同的方式传递产品信息，引发消费者认知和情感上的共情，促使消费者购买意愿的产生，这是企业进行产品营销的重要手段。因此企业如何结合广告诉求，设计符合品牌特点的短视频广告，增强消费者对短视频广告的共情，刺激消费者的购买意愿，这一问题受到各界广泛的关注。之前关于短视频广告的相关研究大多聚焦于短视频广告的特征、营销模式、传播影响、法制治理等方面，但少有学者从共情出发，探讨短视频广告诉求方式对购买意愿的影响作用。本文基于精细加工可能性模型和 S-O-R 模型，研究短视频广告诉求方式对消费者购买意愿的影响机制，探讨共情在广告诉求方式与购买意愿之间的中介作用以及产品卷入度对共情程度的调节作用。首先，通过梳理国内外关于广告诉求、共情、购买意愿、产品卷入度的文献，明确变量之间的关系，提出假设并构建理论模型。其次，设计两个组间实验：实验一检验广告诉求对购买意愿的影响以及共情的中介作用；实验二检验产品卷入度在广告诉求与共情之间的调节作用。最后，运用 SPSS27.0 工具对数据进行分析处理，验证假设并得出研究结果。研究结果表明：（1）理性诉求广告和感性诉求广告均正向影响消费者购买意愿。（2）共情在广告诉求对消费者购买意愿的影响中起中介作用。相比于理性诉求广告，感性诉求广告能促使消费者产生更高的情感共情，进而使消费者产生购买意愿。而相比于感性诉求广告，理性诉求广告能促使消费者产生更高的认知共情，进而使消费者产生购买意愿。（3）产品卷入度在广告诉求与共情之间起调节作用。当产品卷入度高时，消费者对理性诉求广告的认知共情比产品卷入度低的认知共情更高；当产品卷入度高时，消费者对感性诉求广告的情感共情比产品卷入度低的情感共情更高。本文的营销启示：（1）企业在进行短视频宣传时，应重视广告诉求方式的选择。（2）企业在进行短视频宣传时，应重视消费者共情的作用发挥。（3）企业在进行短视频宣传时，应根据消费者的产品卷入度选择适宜的广告诉求方式。
英文摘要	Under the background of the continuous upgrading of Internet communication media, short video ads are an important means of product marketing for enterprises, combining different ways to deliver product information, triggering consumers' cognitive and emotional empathy, and prompting consumers' willingness to buy. Therefore, the question of how enterprises can design short video advertisements in line with the characteristics of their brands, enhance consumers' empathy towards short video advertisements, and stimulate their purchasing intention has been widely concerned by all walks of life. Most of the previous studies on short-video advertisements focus on the characteristics of short-video advertisements, marketing models, communication impact, legal governance, etc., however, few researchers have studied the role that short video ads play in empathy-driven purchase intentions. Based on the subtle probability processing model and the S-O-R model, this paper investigates the mechanism influencing consumers' purchase intention through the attention mode of a short video advertisement, and examines the mediating role of empathy between the advertisement's attention mode and purchase intention, and the moderating role of product involvement on the degree of empathy. Firstly, by combing the domestic and international literature on advertisingappeal, empathy, purchase intention, and product involvement, therelationship between variables is clarified, hypotheses are put forward and theoretical models are constructed. Secondly, two between-group experiments are designed: Experiment 1 tested the effect of advertising claims on purchase intention and the mediating role of empathy; experiment 2 tested the mediating role of product inclusion on advertising claims and empathy. Finally, the data was analyzed and processed using SPSS27.0 to test the hypotheses and draw conclusions. The results of the study show that (1) both rational appeal advertisements and emotional appeal advertisements positively affect consumers' purchase intention. (2) Empathy plays a mediating role in the influence of advertising appeals on consumers' purchase intention. Compared with rational appeal advertisements, emotional appeal advertisements can prompt consumers to generate higher emotional empathy, which in turn will lead to consumers' purchase intention. Compared with emotional appeal advertisements, rational appeal advertisements can prompt consumers to generate higher cognitive empathy, which in turn will lead to consumers' purchase intention. (3) The degree of product involvement plays a moderating role between advertisement appeal and empathy. When the degree of product involvement is high, consumers' cognitive empathy for rational appeal advertisements is higher than that of low product involvement; when thedegree of product involvement is high, consumers' emotional empathy for emotional appeal advertisements is higher than that of low product involvement. The marketing insights of this paper: (1) Enterprises should pay attention to the choice of advertising appeal methods when conducting short video publicity. (2) Enterprises should pay attention to the role played by consumer empathy when conducting short video publicity. (3) Enterprises should choose the appropriate advertisement appeal method according to the consumers' product involvement degree when carrying out short video publicity.
学位类型	硕士
答辩日期	2024-05
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	76
参考文献总数	137
馆藏号	0006195
保密级别	公开
中图分类号	F27/232
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/36620
专题	工商管理学院
推荐引用方式 GB/T 7714	张晓. 短视频广告诉求方式对消费者购买意愿的影响研究[D]. 甘肃省兰州市. 兰州财经大学,2024.

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