社交媒体广告营销对传播意愿的影响——基于行为态度的中介效应分析

The Influence of Social Media Advertising and Marketing on the Dissemination Willingness——an Analysis of Mediating Effect Based on Behavior Attitude

针对社交媒体广告营销问题,基于问卷调研数据,采用回归分析进行中介效应检验,实证分析了社交媒体广告营销信息特征是通过媒体受众行为态度的中介效应影响用户传播意愿的机理。结果表明:内容感知价值、信息源影响和使用感知价值对传播意愿有正向显著影响;行为态度在内容感知价值、信息源影响正向影响传播意愿中起部分中介效应,在使用感知价值正向影响传播意愿中起到完全中介效应。因此,企业应关注广告内容的娱乐性、互动性和功能性,增加广告信息源的可信性、人际影响和参与度,从而确保广告用户的感知易用性和有用性,并提高消费者对传播行为的情感和信任,从而增强用户的传播意愿,进而达到增大社交媒体广告信息传播动力的目标。

Aiming at the issue of social media advertising and marketing, this paper used regression analysis to execute the mediation test based on the questionnaire data. This paper empirically analyzed how the characteristics of social media advertising and marketing information influence users communication intention through the mediating effect of media audience's behavior attitude. It is found that the content perceived value, source impact and use perceived value have a positive effect on the dissemination will. The behavioral attitude plays a partial role of the mediating effect in the positive effect of the content perceived value and source impact on dissemination will, and has a complete mediating effect in the positive effect of perceived value on dissemination will. Therefore, companies should focus on the advertising content of the entertainment, interactivity, functionality, and increase the credibility of advertising sources, interpersonal impact and participation, which ensure the perceived ease of use and usefulness of advertising users. It is necessary to improve consumers' emotion and trust in communication behavior to enhance the communication willingness of users, achieving the goal of increasing the power of social media advertising information transmission.