弹幕视频广告与用户购买意愿  

A Study of the Influence of Barrage Video Advertisement on Users’Purchase Intention

作　　者：刘军跃[1] 董秋霞 李军锋[1] 胡媛艳[2] LIU Junyue;DONG Qiuxia;LI Junfeng;HU Yuanyan(School of Management,Chongqing University of Technology,Chongqing 400054,China;Chongqing Key Laboratory of Emotional and Mental Health,Chongqing University of Arts and Sciences,Chongqing 402160,China)

机构地区：[1]重庆理工大学管理学院,重庆400054 [2]重庆文理学院重庆市高校情绪与心理健康重点实验室,重庆402160

出　　处：《经济论坛》2024年第10期109-118,共10页Economic Forum

摘　　要：随着弹幕在广告领域的广泛应用,如何提升弹幕视频广告效果,增强用户购买意愿,成为众多企业共同关注且试图解决的问题。文章从认知闭合需要视角出发,基于AIDA模型,将消费者认知特质和弹幕文本类型两种特征因素相结合,构建弹幕视频广告影响用户购买意愿的理论模型,分析弹幕视频广告对异质性消费者购买意愿的影响。研究发现:有无弹幕对于不同认知闭合需要用户购买意愿的影响不同:对于低认知闭合需要用户,有无弹幕对购买意愿影响不显著,而对于高认知闭合需要用户,弹幕的存在会显著提升其购买意愿;不同弹幕文本类型对于用户购买意愿的影响程度不同,情感类弹幕和行为类弹幕对于用户购买意愿的影响显著高于认知类弹幕。With the wide application of barrage in the field of advertising,how to improve the effect of barrage video advertising and enhance the purchase intention of users has become a common concern of many enterprises and try to solve.Starting from the perspective of cognitive closure needs,and based on the AIDA model,this study combines the two characteristics of consumer’cognitive characteristics and barrage text types,constructs a theoret-ical model of barrage video advertising affecting users’purchase intention,and analyzes the impact of barrage vid-eo advertising on heterogeneous consumers’purchasing intention.The study finds that:the influence of the bar-rage on different cognitive closure:for the low cognitive closure,the barrage has no significant influence on the pur-chase intention,while for the high cognitive closure,the presence of the barrage will significantly increase the pur-chase intention;different-barrage text types have different influences on the user purchase intention,where emotion-al barrage and behavioral barrage have significantly higher influence on user purchase intention than that of the cog-nitive barrage.

关 键 词：弹幕视频广告 购买意愿 认知闭合需要 弹幕文本类型 眼动 

分 类 号：F713.36[经济管理—产业经济]