在线社交网络广告接受的动机认知机制模型：预购和持续信息寻求动机的作用

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2021-08-01 DOI:10.1177/09732586211031166

I. Mir

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引用次数: 3

摘要

社交网站等社交媒体平台已成为用户日常活动的重要组成部分。用户经常参与社交网络来进行社交和获取信息。几家社交网络公司的商业模式植根于广告。社交网络公司面临的挑战是确保用户接受社交网络广告。基于使用与满足理论（UGT）和动机推理理论（MRT），本研究提出了SNS广告接受的动机认知机制模型。为了评估该模型的适用性，目前的研究评估了预购和通过认知过程进行的信息寻求动机如何影响用户的SNS横幅广告点击行为。为了验证所提供的理论和假设，对居住在巴基斯坦的240名社交网络用户进行了一项使用自填问卷的离线调查。数据支持了所提出的模型，并表明购买前和正在进行的社交网络信息通过认知过程寻求动机会影响用户的社交网络横幅广告点击行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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A Motivational Cognitive Mechanism Model of Online Social Network Advertising Acceptance: The Role of Pre-purchase and Ongoing Information Seeking Motivations

Social media platforms such as social network sites (SNS) have become an essential part of users’ everyday activities. Users frequently engage in SNS to socialise and access information. The business model of several SNS firms is rooted in advertising. The challenge for SNS firms is to make sure that users accept SNS advertising. Based on uses and gratifications theory (UGT) and motivated reasoning theory (MRT), the current research offers a motivational cognitive mechanism model of SNS advertising acceptance. To assess the applicability of this model, the current research assesses how pre-purchase and ongoing information seeking motivations via cognitive processes influence users’ SNS banner ad click behaviour. To attest the offered theory and hypotheses, an offline survey using self-administered questionnaire was conducted with 240 SNS users living in Pakistan. Data supported the proposed model and indicated that pre-purchase and ongoing SNS information seeking motivations via cognitive processes influence users’ SNS banner ad click behaviour.

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.