朋友圈信息流视频广告效果的实证研究——基于内容、情景、情感相关性角度.pdf

摘 要 如今，原生广告成为了广告发展的新趋势，各种新形式的原生广告纷纷出现， 原生视频广告更是被视为最有潜力的原生广告之一。微信朋友圈的信息流视频广 告，凭借着原生广告和平台先天的优势成为了原生视频广告发展的中坚力量。其 广告效果也成为了业界和学术界普遍关注的问题。 朋友圈信息流视频广告作为一种原生广告的一种，内容即广告，广告即内容。 其广告内容往往作为一种信息被受众所接受、认知。同时，不同于传统图文或影 视广告，朋友圈信息流视频广告不仅拥有原生性，而且它还能通过“讲故事”的 方式传输广告内容，带有明显的传统影视广告的叙述传输特征。因此，本文从受 众角度出发，以信息相关性为切入点，结合叙事传输理论，筛选出信息相关性中 与受众最为密切的内容相关性、情景相关性和情感相关性，并具体探究他们与信 息流视频广告效果的关系。 借鉴 LS 模型，将朋友圈信息流视频广告的心理效果分为认知、情感和行 为三个维度。通过 SPSS20.0 进行数据分析发现内容相关性、情景相关性和情感 相关性与朋友圈信息流视频广告心理效果均为显著正相关，均正向影响朋友圈信 息流视频广告认知、情感和行为。 此外，本次研究也发现：故事质量影响受众认知朋友圈信息流视频广告；用 户行为影响受众参与朋友圈信息流视频广告；代言人影响受众关注朋友圈信息流 视频广告；受众的信息加工方式影响其广告态度。因此，本文结合研究结果和发 现，从与受众相关的内容、情景和情感三个层面提出 3 点实践建议：定制广告内 容，提高故事质量和吸引力；营造真“朋友圈”感，增强互动性和社交性；注重 情感体验，引发情感共鸣。 关键词：朋友圈；信息流视频广告；广告效果 I Abstract Today, native advertising has become a new trend of advertising development, various new forms of native advertising have emerged, native video advertising is regarded as one of the most potential native advertising. In-Feed Video Ads of WeChat Moments, with native advertising and the inherent advantages of the platform to become the backbone of the development of native video advertising. Its advertising effect has also become a common concern of the industry and academia. In-Feed Video Ads of WeChat Moments takes one kind of original advertisement, the content is the advertisement, the advertisement is the content. Its advertising content is often accepted and recognized by the audience as a kind of information. At the same time, unlike traditional graphic or video ads, friendsters message stream video ads are not only original, but also can transmit the content of the ads by telling a story. With the obvious narrative transmission characteristics of the traditional film and television advertisement. Therefore, from the persp