“真心实意”还是“虚情假意”?网红隐性广告赞助披露对消费者品牌态度的双刃剑效应  

Sincerity or Hypocrisy?The Double-edged Sword Effect of Influencer Hidden Advertising Sponsorship Disclosure on Consumers’Brand Attitudes

作　　者：沈鹏熠 聂烜 童聪聪 许基南[1] Shen Pengyi;Nie Xuan;Tong Congcong;Xu Jinan(School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330013,China;Science and Technology College of NCHU,Jiujiang 332020,China)

机构地区：[1]江西财经大学工商管理学院 [2]南昌航空大学科技学院

出　　处：《南开管理评论》2024年第7期15-26,38,共13页Nankai Business Review

基　　金：国家自然科学基金项目(72262016);国家社会科学基金项目(20BGL118);教育部人文社会科学研究项目(23YJA630132)资助。

摘　　要：网红隐性广告迅速发展带来广告欺骗问题,促使有关部门要求对其商业信息进行赞助披露,而学界关于赞助披露实际效果的研究结论相悖,且网红隐性广告赞助披露对消费者品牌态度的具体影响机制仍不清晰。披露商业意图对消费者而言是“真心实意”还是“虚情假意”?为此,本文具体探究消费者面对网红隐性广告赞助披露时的两极化路径(品牌态度的增益路径、减损路径),并从网红—产品契合度角度明确其边界条件。三个实验的结果表明:网红隐性广告赞助披露通过感知操纵意图削弱品牌态度,同时通过感知真实性增强品牌态度,而网红—产品契合度起到增强增益路径和削弱减损路径的作用。因此,引导消费者理性看待网红隐性广告的商业属性,选择与品牌调性相契合的网红作为代言人,以减少消费者的操纵意图推断并增强真实性感知,是网红营销的关键所在。With the rapid development of social media,new forms of product placement have emerged-hidden advertising,and new carriers-influencers.Influencer hidden advertising is widely used on major social media platforms.Brands can use the inf luencer hidden advertising to accurately push commercial content to consumers and subtly inf luence consumers,obtain good marketing communication effects to increase market share,but it also confuses the boundaries between commercial content and entertainment content,and damages consumers’right to know.In order to balance the contradiction between consumer rights and advertising commercial intentions,relevant laws and regulations and institutions require that hidden advertising must be disclosed.However,in reality,many influencers still do not actively disclose or do not disclose sponsorship in the form of hidden posts.For consumers,is the disclosure of commercial sponsorship content in hidden advertising a“sincerity”or“hypocrisy”of influencers?Based on the concept of authenticity,psychological reactance theory and matching hypothesis theory,this study explores the impact mechanism of influencer hidden advertising sponsorship disclosure(present vs.absent)on consumer brand attitudes,examines the dual mediating effects of perceived manipulative intent and perceived authenticity,and explores the moderating role of influencer-product fit(high vs.low).

关 键 词：网红隐性广告 赞助披露 感知操纵意图 感知真实性 网红—产品契合度 

分 类 号：F274[经济管理—企业管理] F273.2[经济管理—国民经济] F713.8