信息偏向对赞助披露影响者营销负面效应的缓解作用——基于多重动机推理模型的实验研究  

The Effect of Message Sidedness on Sponsorship Disclosure:A Research Based on Multiple Inference Model

作　　者：曾秀芹[1] 许静妍 Zeng Xiuqin;Xu Jingyan(Xiamen University)

机构地区：[1]厦门大学新闻传播学院,福建厦门361005

出　　处：《新闻与传播评论》2024年第6期101-114,共14页Journalism & Communication Review

基　　金：国家社会科学基金后期资助重点项目(22FXWA001)。

摘　　要：研究通过2个实验,检验赞助披露对影响者可信度和产品态度的负面效应,探究情感动机推断和获利动机推断是否存在中介作用,同时探究信息偏向对赞助披露负面效应是否具有缓解作用。结果显示:赞助披露显著降低品牌态度,并且赞助披露可以通过降低情感动机推断和影响者可信度这一中介因素而影响上述营销效果。信息偏向被证实在赞助披露和获利动机推断间起到调节作用,即双面信息(vs.单面信息)情况下,赞助披露对获利动机推断的影响更弱,从而缓解赞助披露对影响者可信度和产品态度的负面影响。研究揭示了用户如何根据不同情境处理多重动机推断,进而影响用户的情感和态度,并探讨信息偏向这种信息公正策略对赞助披露负面效应的缓解作用,丰富了赞助披露的研究成果,对于影响者营销实践也具有指导意义。This study examines the negative effects of sponsorship disclosure on influencer credibility and product attitudes,and investigates whether there is a mediating role between affective motivation inference and profit motivation inference,and whether two-sided information has a moderating effect on the negative effects of sponsorship disclosure.The results show that sponsorship disclosure significantly reduces influencer credibility and brand attitude,and that sponsorship disclosure can affect these marketing effects by reducing the mediating factor of affective motivation inference.Two-sided information is shown to moderate the relationship between sponsorship disclosure and profit motivation inference.This is to say sponsorship disclosure has a weaker effect on profit motivation inference in the case of two-sided information(vs.one-sided information),which mitigated the negative effect of sponsorship disclosure on influencer credibility and product attitude.This study reveals how users deal with multiple motivational inferences according to different contexts,which in turn affects their emotions and attitudes,and explores the moderating effect of two-sided information,an information fairness strategy,on the negative effects of sponsorship disclosure,which enriches the research results of sponsorship disclosure and is also instructive for influencer marketing practices.

关 键 词：影响者营销 赞助披露 多重推理模型 

分 类 号：F713.8[经济管理—广告]