知识就是力量?说服知识理论在数字营销情景中的应用现状、问题与挑战

Knowledge is Power?Current issues,problems and challenges in applying the persuasion knowledge model in digital marketing situations

说服知识体现了消费者抵御不必要的说服,批判性加工说服信息的能力,在说服和影响以隐蔽性、娱乐性和沉浸性为特征的数字营销时代,说服知识发挥了“探测器”和“盾牌”的重要作用。说服知识理论也提供了一个营销者和消费者之间进行平等博弈的市场游戏视角,扩展了“说服”可研究的空间。这篇文章使用CiteSpace软件对说服知识理论的研究与应用趋势进行探究,在此基础上总结了说服知识激活的整合模型并指出了说服知识理论的研究问题与挑战及未来的发展方向。

Persuasion knowledge serves as a"detector"and"shield"in the age of digital marketing,where persuasion and influence are characterized by covert,entertaining,and immersive features.It also reflects consumers'capacity to resist unwanted persuasion and to critically process persuasive messages.By offering a viewpoint on the market game in which marketers and consumers are both participants,the persuasion knowledge theory further broadens the scope of study on persuasion.Using CiteSpace software,this article investigates the research and application trends of persuasion knowledge theory.Based on this exploration,we summarize the mechanism model of persuasion knowledge as well as highlight the research issues and difficulties of persuasion knowledge theory as well as the direction for future development.