社交电商互动方式对消费者广告态度的影响探究

Research on the Influence of Social E-Commerce's Interaction Mode on Consumer's Advertising Attitude

基于消费者社会化理论和说服知识模型,探究社交电商互动方式对消费者广告态度的影响机制,以及过程中消费者认知抗拒的中介作用和互动双方关系强度的调节作用。通过2个实验收集数据并进行创新,结果表明:相比于展露说服意图的说服导向互动,消费者在面对隐藏意图的分享导向互动时的广告态度更积极;认知抗拒在两者间起到中介作用;关系强度发挥调节作用,当关系由弱变强时,两类互动效果差异强化。

Based on the consumer socialization theory and persuasion knowledge model, this paper explores the influence mechanism of social e-commerce’s interaction mode on consumer’s advertising attitude, with the cognitive resistance as a mediator and the tie strength as a moderator. The data of 2 experiments shows that consumers are more positive facing the sharing-oriented interaction hidden persuasive intention than the persuasion-oriented interaction exposed the intention. The cognitive resistance plays a mediation role between the relationship of interactive mode and interaction attitude, and the tie strength moderates the effect. When the tie strength changes from weak to strong, the effect difference between two kinds of interactions increases.