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运用有限注意力模型和锚定调整理论,并通过两个2×2实验,分析了不同品牌一情节信息契合度下,剧情式视频广告中情节饱满度、品牌信息呈现顺序对受众传播意愿的影响。研究表明:(1)高契合度情况下,情节饱满度高或品牌信息前置时,受众的正面情绪唤起和品牌认同相对较强;(2)低契合度情况下,情节饱满度低或品牌信息后置时,受众的正面情绪唤起和品牌认同相对较强;(3)正面情绪唤起对受众品牌认同和传播意愿有显著正向影响,品牌认同对受众传播意愿有显著正向影响。
By using the finite attention model and the theory of anchoring adjustment, and through two 2 × 2 experiments, the paper analyzes the influence of the plot fullness and the order of brand information on the willingness to broadcast . The research shows that: (1) under the condition of high agreement, the audience’s positive emotions and brand recognition are relatively strong when the fullness of the episode or the brand information frontage; (2) Under the condition of low agreement, the fullness of the episode or brand Positive emotions elicitation and brand identity are relatively strong when the information is post-production; (3) Positive emotions evidently have a significant positive impact on audience brand identity and communication intention, and brand identity has a significant positive impact on audience communication intention.