交互式社交媒体广告中用户共情表达和购买意愿的影响机制研究

杜松华; 李展尧; 李东霞; 蒋瑞新

doi:10.12052/gdutxb.210032

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交互式社交媒体广告中用户共情表达和购买意愿的影响机制研究

更新时间：2026-05-27

- 交互式社交媒体广告中用户共情表达和购买意愿的影响机制研究
- The Influencing Mechanism of User Empathy Expression and Purchase Intention in Interactive Social Media Advertising
- 广东工业大学学报 2021年38卷第4期页码：17-25
- 作者机构：
  
  广东工业大学管理学院,广东,广州,510520
- 作者简介：
  
  杜松华(1967–)，女，教授，博士，主要研究方向为“互联网+”新媒体营销、电子商务、游戏化与绿色管理等
  李展尧(1996–)，女，硕士研究生，主要研究方向为社会化商务与游戏化等，E-mail：leezy@mail2.gdut.edu.cn
- 基金信息：
  
  国家自然科学基金资助面上项目(71572050，72072040);广东省基础与应用基础研究基金资助面上项目(2019A1515011731，2021A1515011662)
- DOI：10.12052/gdutxb.210032
  中图分类号： TP3-05;C939;G206
- 网络首发：2021-07-10，
  
  纸质出版：2021
- 稿件说明：
移动端阅览
杜松华, 李展尧, 李东霞, 蒋瑞新. 交互式社交媒体广告中用户共情表达和购买意愿的影响机制研究[J]. 广东工业大学学报, 2021, 38(4): 17-25.

Du Helen S., Li Zhan-yao, Li Dong-xia, et al. The Influencing Mechanism of User Empathy Expression and Purchase Intention in Interactive Social Media Advertising[J]. 2021, 38(4): 17-25.
杜松华, 李展尧, 李东霞, 蒋瑞新. 交互式社交媒体广告中用户共情表达和购买意愿的影响机制研究[J]. 广东工业大学学报, 2021, 38(4): 17-25. DOI： 10.12052/gdutxb.210032.

Du Helen S., Li Zhan-yao, Li Dong-xia, et al. The Influencing Mechanism of User Empathy Expression and Purchase Intention in Interactive Social Media Advertising[J]. 2021, 38(4): 17-25. DOI： 10.12052/gdutxb.210032.

摘要

移动信息技术的高速发展使社交媒体的广告形式得到革新

交互式社交媒体广告崭露头角。本文聚焦于用户的社交性心理与行为

基于效果层级模型和认知发展理论

构建了用户共情表达和购买意愿影响机制

并通过337个样本进行了验证。研究结果表明

2种社会心理因素(错失焦虑和社会影响)和2种广告内容因素(内容质量和信源可靠)显著正向影响用户对交互式社交媒体广告的广告认知; 用户的广告认知通过影响广告态度显著正向影响共情表达和购买意愿; 共情表达意愿显著正向影响购买意愿。本文为企业进行社交媒体广告投放提供了实践指导

也为社交媒体广告研究提供了方向。

Abstract

The rapid development of mobile information technology has further innovated the forms of advertising in social media. Interactive social media advertising has won the favor of enterprises. Focusing on the unique interactive behavior and psychology of users and based on the hierarchy of effects model and cognitive-developmental theory

a model of user empathy expression and purchase intention is constructed and verified by 337 valid samples. The research results show that two social psychological factors (fear of missing out and social influence) and two advertising content factors (content quality and source credibility) significantly positively affect users’ advertising cognition; that users' advertising cognition is passed ultimately affects empathy expression and purchase intention through affecting advertising attitude

and that users’ empathy expression intention significantly affects purchase intention. Guidance for companies is provided to conduct interactive social media advertising

and research directions and suggestions put forward for mobile social media interactive advertising research.

关键词

Keywords

references

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