“创意中插”广告对消费者购买意愿的影响因素探讨

Discussion on the Influencing Factors of"Creative Insertion"Advertising on Consumers'Purchase Intention

“创意中插”广告作为近两年的新起之秀,已经成为很多网剧中的标配,它将内容与营销结合起来,用搞笑、创意、反差萌的方式使“创意中插”广告受到了观众和广告商的喜爱。从消费者的角度出发,以感知匹配性为中介变量,研究“创意中插”广告中的明星效应、IP热度、产品品牌知名度和情感饱满度对于消费者购买意愿的影响,从而为企业能够根据品牌的特点,按照匹配性的原则,选择合适的媒介投放广告提供建设性的建议。

As a new star,creatively inserted advertisements have became the common configuration of many web series in the past two years.Creative insertion advertising combines content with marketing,making it popular among viewers and advertisers in a funny,creative,and contrasting way.This study will start from the perspective of consumers and will use perceived matching as an intermediary variable to examine the influence of consumers'purchase intentions in“star effect”,IP popularity,product brand awareness,and emotional fullness.The study will also provide constructive suggestions for enterprises to better match the brand's characteristics and help them choose the right media for advertising in the future.