社会拥挤与广告导向的匹配效应对消费者产品态度的影响  

Influence of the Matching Effect Between Social Crowding and Advertising-oriented on Consumer Attitudes Towards Products

作　　者：金晓彤[1] 黄二帅 徐尉[1] JIN Xiaotong;HUANG Ershuai;XU Wei(Business School, Jilin University, Changchun 130012, China)

机构地区：[1]吉林大学商学院,吉林长春130012

出　　处：《东北大学学报（社会科学版）》2021年第6期40-46,共7页Journal of Northeastern University(Social Science)

基　　金：国家自然科学基金资助项目(71872070)。

摘　　要：社会拥挤是日常生活中一种普遍的社会现象,对消费者的行为产生重要的影响,但是,鲜有研究关注社会拥挤如何影响广告对消费者的说服力这一营销学变量。通过两个实验,探讨了社会拥挤与广告导向的匹配效应对消费者产品态度的影响机制。研究结果表明:社会拥挤和广告导向(抽象导向vs.具体导向)交互影响消费者的产品态度。具体来说,在社会拥挤的情境下,具体导向的广告使消费者表现出更为积极的产品态度;在非拥挤的情境下,抽象导向的广告使消费者表现出更为积极的产品态度。感知流畅性在两者匹配效应对消费者产品态度的影响中起着中介作用。Social crowding is a common social phenomenon in daily life,which has an important impact on consumers'behaviors.However,few studies have focused on how social crowding affects the persuasive effect of advertising on the marketing variable of consumers.Through two experiments,the paper explores the effect of social crowding and advertising-oriented matching on consumers'attitudes towards products.The results show that the interaction between social crowding and advertising orientation(abstract orientation vs.concrete orientation)affects consumers'attitudes towards products.Specifically,in the context of social crowding,concretely-oriented advertising makes consumers have more positive attitudes towards products.In the non-crowded context,abstractly-oriented advertising makes consumers have more positive attitudes towards products.Perceived fluency plays a mediating role in the influence of the matching effect of the two on consumers'attitudes towards products.

关 键 词：社会拥挤 广告导向 感知流畅性 匹配效应 产品态度 

分 类 号：F713.55[经济管理—市场营销]