拟人化对横幅广告记忆效果的影响研究  

The influence of anthropomorphism on the memory of banner advertising

作　　者：杨强[1] 霍佳乐 蒋玉石[1] 李伟[1] YANG Qiang;HUO Jiale;JIANG Yushi;LI Wei(School of Economics and Management,Southwest Jiaotong University,Chengdu 610036,China)

机构地区：[1]西南交通大学经济与管理学院,四川成都610036

出　　处：《管理工程学报》2022年第3期94-105,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71572156);2019年度教育部人文社科项目(19YJC630060、19YJC860033)。

摘　　要：合理地使用拟人化策略可以提升广告的记忆效果,但以往研究并未厘清拟人化广告在网络情境中的适用边界。本文以网络横幅广告为研究对象,尝试通过2(广告类型:拟人化,非拟人化)×2(知觉负荷:高,低)×2(视觉显著性:高,低)的三因素混合实验探究拟人化对横幅广告记忆效果的影响边界。结果表明:知觉负荷和视觉显著性均显著调节拟人化横幅广告的记忆效果,只有在低知觉负荷任务或横幅广告的视觉显著性高时,广告拟人化的记忆优势才能体现。三因素的交互效应进一步显示,在低知觉负荷和高视觉显著性的组合下,拟人化广告的记忆效果最优,但在高知觉负荷和低视觉显著性的组合下,拟人化策略的记忆优势将不复存在。本文研究结果填补了拟人化广告在网络情境下的研究缺口,并为企业进行网络广告投放策略提供了实践建议。Enterprises have regarded online media as the main position of advertising and brand marketing with the increasing dependence of consumers on the Internet year by year.Merchants hope to expose products for consumers as much as possible with the help of online advertisements,so that consumers can form a deep memory of brands or products,thus consolidating the existing market and guiding potential consumers.Banner advertising is a square billboard set on a web page.Users can link to the page of related product introduction by clicking on banner advertising,which is valued and loved by merchants because of its wide exposure coverage.However,some scholars have found that with people′s familiarity with the network environment and the mentality of avoiding advertisements,consumers generally appear banner blindness,that is,individuals intentionally or unintentionally ignore or even forget the content of banner advertising in recent years.This phenomenon has aroused the concern of advertisers and marketers.How to improve the memory effect of banner advertising has become an important issue of common concern in business and academia.Brand personification has been widely used in advertising communication by endowing products or brands with human characteristics and is considered as a way to help products or brands win more attention and positive evaluation.Anthropomorphic advertising caters to consumers′cognitive tendency to the outside world,and then promotes consumers′cognitive fluency,reduces psychological resistance to advertising,and finally achieves the improvement of consumers′memory effect.However,the existing research on anthropomorphic advertising mainly focuses on print advertising,and few studies consider anthropomorphic advertising in the network.Is the conclusion of anthropomorphic advertising cognitive effect still valid in the network situation with the extensive replacement of traditional media by the Internet?Existing researches bring nothing to the problems.This paper will explore the effect of a

关 键 词：拟人化广告 网络情境 知觉负荷 视觉显著性 记忆效果 

分 类 号：F270[经济管理—企业管理]