中国社交媒体广告态度的影响因素研究

The Factors Influencing Chinese Response to Social Networking Advertising

中国的社交媒体正在成长为一个具有特色的独立"王国",并且赢得数以亿计的用户。依据使用与满足理论,研究影响社交媒体广告态度的各种因素,特别聚焦中国市场上不同地域和不同世代的调节作用,具有重要意义。该调查覆盖中国大陆4172个样本,发现自我-品牌一致性是影响中国消费者对社交媒体广告态度的最重要的因素。结果还显示了社交媒体广告态度及其影响因素间的关系在不同区域和代际间的差异。文中将结果与先前美国研究结果做比较,解释了文化间的一些差异。

Social networking sites(SNSs)in mainland of China are growing into an independent“kingdom”with unique characteristics and hundreds of millions of users.In light of the uses and gratifications theory,this article addressed the factors influencing SNA attitudes,with a focus on the moderating effects of region and generation in the Chinese market.The survey covered 4,172 samples across mainland of China and found that self-brand congruity was the most important factor affecting Chinese consumers’response to SNA.Also,the results showed some generational and regional differences among the relationships between the influencing factors and attitudes toward SNA.The present study also shed light on some cultural differences with regard to consumer attitudes toward SNA compared with the results of previous studies conducted in the U.S.