研究源产品一致性和赞助披露对Instagram影响者沟通有效性的影响
Examining the Impact of Source-product Congruence and Sponsorship Disclosure on the Communicative Effectiveness of Instagram Influencers
摘要：
本研究以说服性知识模型和归因理论为指导，考察了影响者对来源专业知识-产品属性一致性和赞助信息披露的感知对交际效果的影响。Instagram拥有巨大的影响者市场价值，预计2020年将达到23亿美元，被选为平台背景。本研究采用2（来源专业知识）× 2（产品类别）× 2（赞助披露）的实验，研究的作用，源产品一致性和赞助披露影响消费者的感知的外在和内在的来源动机，消费者的阻力，并最终，广告效果。结果显示，赞助披露的存在产生更强的感知的外部来源的动机，但不影响消费者的阻力和广告效果，表明消费者的概念说服知识的激活可能不一定会影响态度说服知识。源产品一致性则对广告的内在动机、消费者抵抗力和广告效果有重要影响。此外，分层多元回归发现，源产品一致性触发一个多阶段的过程中，消费者的感知的内在源动机介导的消费者抵抗，随后，中介源产品一致性和广告效果之间的关系。
英文摘要：
Guided by the Persuasion Knowledge Model and the Attribution Theory, this study investigates the perceived source expertise-product attribute congruence and sponsorship disclosure as pertinent factors affecting the communicative effectiveness of influencers. Instagram, with an immense influencer market value projected at USD2.3 billion in 2020, was chosen as the platform context. The study utilised a 2 (source expertise) x2 (product category) x2 (sponsorship disclosure) experiment to examine the roles of source-product congruence and sponsorship disclosure in affecting consumers' perception of extrinsic and intrinsic source motives, consumer resistance and ultimately, advertising effectiveness. Results revealed that the presence of a sponsorship disclosure generated stronger perceptions of extrinsic source motives but did not impact consumer resistance and advertising effectiveness, indicating that the activation of consumers' conceptual persuasion knowledge may not necessarily affect attitudinal persuasion knowledge. Source-product congruence, on the other hand, had main impacts on intrinsic motives, consumer resistance and ad effectiveness. In addition, hierarchical multiple regressions found that source-product congruence triggers a multi-stage process where consumers' perception of intrinsic source motives mediates consumer resistance which subsequently, mediates the relationship between source-product congruence and ad effectiveness.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
