社会比较与广告诉求对消费者购买意愿的影响  

The influence of social comparison and advertising appeal on consumers' purchase intention

作　　者：张鹏[1] 吕楠楠 ZHANG Peng;LYU Nannan(School of Economic Management,Inner Mongolia University of Science and Technology,Baotou 014010,China)

机构地区：[1]内蒙古科技大学经济与管理学院,内蒙古包头014010

出　　处：《管理工程学报》2025年第2期79-88,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(71662024);内蒙古自治区研究生科研创新项目(S20210161Z)。

摘　　要：当今网络社交媒体的广泛使用极大提高了社会比较的频度和广度,探索不同方向的社会比较与不同类型的广告诉求的交互作用如何影响消费者购买意愿具有重要的理论和现实意义。本文采用实验法考察了不同社会比较情境下(上行比较或下行比较)不同广告诉求(能力或温暖)对消费者购买意愿的影响机制。研究发现:社会比较与广告诉求的交互作用对消费者购买意愿产生显著影响。相比之下,能力型广告诉求更能激发经历上行比较消费者的购买意愿,而温暖型广告诉求更能激发经历下行比较消费者的购买意愿。信息加工流畅性在社会比较与广告诉求的交互作用对购买意愿的影响过程中发挥了部分中介作用。因此,企业在社交媒体营销中应关注社会比较与广告诉求的匹配效应,以达到更好的广告效果。The widespread use of social media has increased both the opportunity and frequency of social comparison among individuals.On social media,individuals can easily access others' information,including videos,pictures,and locations,thereby enabling them to engage in social comparison anytime and anywhere.Compared to social comparison in direct communication,that on social media may have a deeper impact due to its characteristics of wider scope,selectivity,and suddenness.Previous research on the effects of social comparison on social media on individuals' emotions has mostly focused on psychology.This study proposes that social comparison can alter consumers' self-awareness and thinking patterns,leading to behavioral changes.However,there is a lack of research on social comparison in the marketing field,particularly on whether and how social comparison on social media influences consumer behavior.Therefore,this study investigates the interactive effects of social comparison and advertising appeals on consumers' purchase intention as well as their potential mechanisms based on the “social comparison theory”,“impression management theory”,and “agentic-communal model” from a marketing perspective.Social comparison on social media includes upward and downward social comparisons.Upward comparison refers to when individuals compare their status to those of others who are more advantaged,leading to a decrease in self-perception and increase in self-enhancement motivation.Conversely,downward comparison refers to a scenario whereby individuals compare their status to those of the less fortunate,which may lead to a sense of superiority and increase in attention to interpersonal relationships.Previous research has found that individuals' social cognition and evaluation of themselves and others typically involve the dimensions of warmth and competence.Therefore,this study explores the interactive effects of social comparison(upward vs.downward) and advertising appeals( competence vs.warmth) on consumers' purchase int

关 键 词：社会比较 广告诉求 购买意愿 信息加工流畅性 

分 类 号：F724.6[经济管理—产业经济] F713.55