社交媒体广告:感知价值、消费者共创与购买意愿探究——基于“SEM+机器学习”的分析策略

Social Media Advertising:Value,Consumer Co-creation and Purchase Intention——The Analytics of"SEM+Machine Learning"

随着国内社交媒体使用的普及,有关社交媒体广告的研究日益增多。由社交媒体广告所赋予消费者的价值感知,触发了消费者参与其中进行共创,进而影响消费者,直至最终做出购买决策。然而,其内在逻辑与行动机制却未能被较好诠释,因而亟待被研究。鉴于此,本项研究以广告价值诸多驱动因素探寻为出发点,继而梳理价值共创、购买意愿等一系列行为发生过程,从广告到消费者决策(A2C)模型阐释社交媒体共同创造价值的前因后果。尝试运用价值共创理论,诠释发生于社交媒体广告中的消费者共创与购买意愿影响。本项研究运用结构方程与机器学算法,在论证各要素间路径关系的同时,充分考虑要素间影响的非线性效应,并运用神经网络(ANN)来加以补充,在分析方法上实现了互为补充,增进了研究质量。研究发现了互动、娱乐、趋势性对广告价值的显著性影响,揭示了审美吸引力非线性影响作用,阐述了广告价值、价值共创、网络口碑与购买意愿之间的链式行为生成机制,并发现在影响购买意愿的诸多因素中,网络口碑、价值共创、广告价值具有较高的影响权重。鉴于研究结果,本文从理论研究、企业实践两类角度给出了相关启示。

With the popularity of social media use in China,research on social media advertising has been increasing.The entire logic and action mechanism of the advertising value perceived by consumers,which triggers their participation in co-creation and then influences their final purchase decision,has not been effectively interpreted,and the topic needs to be studied.In view of this,this study is based on the exploration of the many drivers of advertising value,and then to sort out a series of behavioral processes that are linked to the co-creation of value and purchase intention.The study attempts to apply value co-creation theory to explain the influence of consumer co-creation and purchase intention in social media advertising.The study uses a combination of structural equations and machine learning algorithms to demonstrate the path relationships among the elements,while taking into account the non-linear effects of the elements and using neural networks(ANN)to supplement them,so that the analysis methods can complement each other and improve the quality of the results.The study found significant effects of interaction,entertainment,and trendiness on advertising value,revealing the nonlinear effect of aesthetic appeal;the existence of a chain behavior flow influence mechanism between advertising value,value co-creation,E-WOM and purchase intention;and the mediating effect of W-WOM between value co-creation and purchase intention.In view of the research results,this paper presents relevant insights from two types of perspectives:theoretical research and corporate practice.