摘要
互联网使得人们可以与朋友随时分享信息和知识,当然也包括广告。为什么人们会选择在熟人的网络社交圈里分享广告,这一现象的原因值得深入研究。本研究运用社会资本理论和社会认知理论,选择个人动机维度、广告内容维度和广告来源维度来探究影响微信朋友圈用户广告分享行为的因素。通过分析问卷调查的数据,发现自我认知效能对广告分享行为有显著影响,感知广告质量也影响广告分享行为,成员间的信任、广告来源权威性和媒介的可信度都是广告分享行为的重要影响因素。
Internet provides a new channel for people to share information with their friends,includingadvertisements.However,it is not obvious why people share advertisements to their acquaintances online,and what factors play a critical role in affecting advertisements sharing behavior.To find out the answer to the questions,this study uses social capital theory and social cognition theory,and selects the personal motivation dimension,advertising content dimension and advertising source dimension to explore the influencing factors of advertisements sharing behavior among WeChat Moments users.By analyzing the data from the questionnaire survey,we find that knowledge self-efficacy has significant influence on advertisements sharing behavior.Perceived advertisements quality also influence advertisements sharing behavior.The trust among members,the authority of advertising sources and the credibility of media are all the important factors influencing advertisements sharing behavior.
作者
廖秉宜
李嫣然
刘诗韵
LIAO Bingyi;LI Yanran;LIU Shiyun(School of Journalism and Communication,Wuhan University;Center for Studies of Media Development,Wuhan University;Zhangjiajie College of Jishou University)
出处
《国际新闻界》
CSSCI
北大核心
2021年第2期118-140,共23页
Chinese Journal of Journalism & Communication
基金
教育部人文社会科学重点研究基地重大项目“传媒智能化背景下中国传媒和广告产业竞争力研究”(项目编号:16JJD860002)
武汉大学人文社会科学青年学者学术发展计划学术团队项目“智能营销传播研究”(项目编号:413100035)的阶段性成果。
关键词
微信朋友圈
社交网络
网络用户
广告分享
影响因素
WeChat moments
social network
internet users
advertisements sharing
influencing factors
