中国社交媒体广告态度的影响因素研究  

The Factors Influencing Chinese Response to Social Networking Advertising

作　　者：林升栋 陈瑞 宣长春 程红 Lin Shendong;Chen Rui;Xuan Changchun;Cheng Hong(Renmin University of China;Xiamen University;Loyola University Chicago)

机构地区：[1]中国人民大学新闻学院,北京100101 [2]厦门大学管理学院,福建厦门361005 [3]芝加哥洛约拉大学,伊利诺伊芝加哥60601

出　　处：《新闻与传播评论》2022年第1期76-88,共13页Journalism & Communication Review

基　　金：中国人民大学马克思主义新闻观研究中心科研项目(MXG202006);国家自然科学基金面上项目(71372076)

摘　　要：中国的社交媒体正在成长为一个具有特色的独立"王国",并且赢得数以亿计的用户。依据使用与满足理论,研究影响社交媒体广告态度的各种因素,特别聚焦中国市场上不同地域和不同世代的调节作用,具有重要意义。该调查覆盖中国大陆4172个样本,发现自我-品牌一致性是影响中国消费者对社交媒体广告态度的最重要的因素。结果还显示了社交媒体广告态度及其影响因素间的关系在不同区域和代际间的差异。文中将结果与先前美国研究结果做比较,解释了文化间的一些差异。Social networking sites(SNSs)in mainland of China are growing into an independent“kingdom”with unique characteristics and hundreds of millions of users.In light of the uses and gratifications theory,this article addressed the factors influencing SNA attitudes,with a focus on the moderating effects of region and generation in the Chinese market.The survey covered 4,172 samples across mainland of China and found that self-brand congruity was the most important factor affecting Chinese consumers’response to SNA.Also,the results showed some generational and regional differences among the relationships between the influencing factors and attitudes toward SNA.The present study also shed light on some cultural differences with regard to consumer attitudes toward SNA compared with the results of previous studies conducted in the U.S.

关 键 词：社交媒体广告 使用与满足理论 广告态度 社交媒体 中美差异 

分 类 号：G206[文化科学—传播学]