消费者对网络产品动静呈现的广告态度研究

动态广告较静态广告在企业进行网络产品推广中更加受到青睐。这种优势是否会因广告内容的不同而存在差异？本文基于匹配性理论,探讨呈现方式（动态vs静态）对消费者广告态度的影响及机制。研究表明,呈现方式与广告内容之间存在交互效应,使用动态呈现的设计导向型、静态呈现的信息传递型广告,能引发更积极的广告态度;感知匹配度在呈现方式与广告内容交互影响广告态度的过程中存在中介作用;消费者的思维方式在两者交互影响感知匹配度的过程中起调节作用。据此,为企业如何有效呈现网络产品信息,获得消费者积极的广告态度提供管理依据。

Research on Consumer"s Advertising Attitude to the Dynamic and Static Presentation of Internet Products

Dynamic advertising is more popular than static advertising in the promotion of network products in enterprises. Does this advantage vary depending on the content of the advertisement? Based on the matching theory, this paper discusses the impact of presentation mode (dynamic vs static) on consumer"s advertising attitude. The results show that there is an interactive effect between advertising content and presentation mode. The use of dynamic presentation of design-oriented, static presentation of information transfer advertising, can lead to more positive advertising attitude. Consumers" perception matching plays a mediating role in the interaction between presentation mode and advertising content. Consumers" style of thinking plays a moderating role in the process of the above interaction affecting perceived match. Therefore, it provides a management basis for enterprises to effectively present network product information and obtain consumers" positive advertising attitude.