摘要
通过设计2(网络广告表达方式:隐喻,直述)×2(调节定向:促进,预防)×2(产品类型:搜索型,体验型)的多因素组间随机实验,探究网络广告对用户支付意愿的影响。结果表明:(1)网络广告对用户支付意愿的主效应显著,可以显著提升用户的支付意愿;(2)调节定向与产品类型均对用户的支付意愿均起到显著的调节作用;(3)网络广告表达类型、调节定向与产品类型的三项交互效应显著影响用户的支付意愿:当被试具有促进定向特质并且购买搜索型产品时,隐喻广告对其支付意愿的影响最为显著;当被试具有预防定向特质时,网络广告表达类型对其支付意愿没有显著影响。
Through a 2(Online advertising expression types:metaphorical,explicit)×2(Product types:search,experience)×2(Regulatory focus characteristics:promotion,prevention)multi-factor random experiment,this paper explores the effect of online advertising on users’willingness to pay.Results show that,firstly,the main effect of online advertising on users*willingness to pay is significant,namely,online advertising could increase the users 1 willingness to pay.Secondly,both of regulatory focus characteristics and product type has a significant moderate effect on users willingness to pay.Thirdly,the interaction effects among online advertising expression types,product types and regulatory focus characteristics also obviously affect the users willingness to pay:when promotion focus individuals purchase search products,metaphorical advertising has the most significant impact on its willingness to pay;while different types of online advertising has no significant impact on prevention individuals’willingness to pay.
作者
李莉
何向
杨文胜
LI Li;HE Xiang;YANG Wen-sheng(School of Cyberspace Security,Nanjing University of Science and Technology,Nanjing 210094;School of Economics and Management,Nanjing University of Science and Technology,Nanjing 210094)
出处
《软科学》
CSSCI
北大核心
2022年第1期132-138,共7页
Soft Science
基金
国家自然科学基金面上项目(71771122)。
关键词
隐喻广告
直述广告
用户支付意愿
个体定向调节
metaphorical advertising
explicit advertising
user*s willingness to pay
regulatory focus
