广告披露对网红信任与品牌态度的影响研究——基于有中介的调节效应模型的考察  

How Does Disclosure Affect the Trust in online Influencers and Brand Attitudes? A Moderated Serial Mediation Model

作　　者：汪让 段秋婷 Kelsy-Ann Adams WANG Rang;DUAN Qiu-ting;Kelsy-Ann Adams

机构地区：[1]华中科技大学新闻与信息传播学院,湖北武汉430074 [2]复旦大学新闻学院,上海200433 [3]美国佛罗里达大学新闻与传播学院,盖恩斯维尔32611

出　　处：《新闻大学》2022年第9期103-116,121,共15页Journalism Research

摘　　要：网红营销领域有关广告披露的问题尚存在一定争议,基于说服知识模型和关系发展视角的研究给出了相悖的结论,广告披露对受众品牌态度究竟具有何种影响仍未可知。据此,本研究通过实验法探讨受众面临广告披露时两极化路径(即抵制路径和接受路径)的形成机制。结果表明,广告披露对品牌态度无直接影响,但是会通过网红动机归因和网红信任度的链式中介效应对品牌态度产生作用。广告素养负向调节了广告披露对网红动机归因的作用效果,并和动机归因在很大程度上影响了他们对广告披露意义的解读。因此,引导受众积极地看待网红营销的商业属性,并建立良好的客户关系,是网红营销成功的核心所在。How will brand partnership disclosure affect consumer attitudes and behaviors in influencer marketing? While studies adopting the Persuasion Knowledge Model(PKM) suggested negative effects, studies subscribing to the relationship development perspective indicated positive effects. The current study resolved the conflicts by proposing two routes(i.e., the resistance route and the acceptance route) that consumers might take when encountering disclosure in this context. Specifically, the study proposed that consumers’ influencer marketing literacy would affects their attribution of motives behind a disclosure statement, which then affects their trust in the focal influencer and attitude towards the recommended brand. Through an experiment with 100 You Tube users in the United States, the study found that consumers with higher levels of influencer marketing literature tended to attribute more self-centered motives to the influencer when encountering disclosure, while their less literate counterparts were more likely to attribute other-centered motives. The attribution of other-centered motives was positively associated with influencer trust, which then positively affected brand attitude. The results revealed that to best leverage influencer marketing, influencers and brands need to establish a sincere and trustworthy image.

关 键 词：网红营销 广告披露 动机归因 广告素养 说服信息 

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