基于不同视觉对象结构的拟人化广告形象生动性对消费者产品态度影响研究

The Influence of the Vividness of Anthropomorphic Advertisement on Consumer Product Attitude:Based on Different Visual Object Structures

拟人是赋予产品具有生命体的语言、动作、思维和情绪,拟人化广告形象对消费者产品态度有重要影响。基于信息加工理论、社会临场感理论、精细加工可能性模型和S-0-R模型,通过情景实验,建立了结构方程模型,验证了拟人化广告形象生动性对消费者产品态度影响的内在机制。结果表明:拟人化广告形象生动性对消费者产品态度有正向作用;认知流畅性、感知信任和感知心理距离在拟人化广告形象生动性对消费者产品态度的影响中均起到中介作用;视觉对象结构在拟人化广告形象生动性和认知流畅性、感知信任、感知心理距离和产品态度的关系中起到调节作用。

Anthropomorphism is the personification of the objects to be represented,allowing the product to have the language,movements,thoughts and emotions of human beings.Anthropomorphic advertising image has an important impact on consumer product attitude.Based on information processing theory,social presence theory,Elaboration Likelihood Model and the principle of“Stimulus-Organism-Response”,a structural equation model was established through situational experiment.This paper studied the internal mechanisms and principle about the influence of the vividness of anthropomorphic advertising on consumer product attitudes.It was found that the vividness of anthropomorphic advertising has a positive effect on consumer product attitude.In particular,cognitive fluency,perceived trust,and perceived psychological distance mediated the effect of vividness of the anthropomorphic advertising on consumer product attitudes.Visual object structure plays a regulatory role in the relationship between vividness and cognitive fluency,perceived trust,and perceived psychological distance.Visual struct moderates the effect of the vidiness and cognitive fluency,perceived trust,psychological distance and product attitude.