|本期目录/Table of Contents|

[1]李盛楠.社交媒体信息流广告回避影响因素研究——负向情感反应的中介作用[J].未来传播(浙江传媒学院学报),2021,(01):17-27.
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社交媒体信息流广告回避影响因素研究——负向情感反应的中介作用()
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《未来传播》(浙江传媒学院学报)[ISSN:2096-8418/CN:33-1334/G2]

卷:
期数:
2021年01期
页码:
17-27
栏目:
媒介社会
出版日期:
2021-02-25

文章信息/Info

Title:
-
文章编号:
2096-8418(2021)01-0017-11
作者:
李盛楠
河南理工大学广告系,河南焦作454000
Author(s):
-
关键词:
信息流广告 广告回避 负向情感反应
分类号:
F713.80
DOI:
-
文献标志码:
A
摘要:
基于大数据算法推荐的信息流广告,增加了媒体广告库存,给媒体平台带来更大的盈利空间,原生自然的展现形态更有利于品牌传播,但存在广告回避现象。不同于以往研究将广告回避作为单一变量衡量,该研究将广告回避分为认知、情感和行为三个独立变量,并探究三者之间的关系。通过结构方程模型构建信息流广告回避影响因素模型,该模型验证了负向情感反应在形成认知和行为回避中的重要作用,肯定了情感作为“行为倾向”的核心以及对认知和行为回避的中介作用。同时,从信息、媒介和用户三个角度分析影响信息流广告回避的因素,验证了广告信息感知个性化、感知广告杂乱、社交媒体作为广告媒介的态度和隐私担忧对广告回避的显著影响。

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备注/Memo

备注/Memo:
作者简介:李盛楠,女,讲师。
更新日期/Last Update: 2021-02-15