叙事结构和格式如何影响360度视频广告?

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-01-31 DOI:10.1080/10496491.2021.2015511

Ruoxue Wang, Yan Huang

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引用次数: 0

摘要

摘要A2（广告形式：360度视频广告与标准视频广告）×2（叙事结构：叙事与非叙事）受试者之间的实验（N = 119）在网上进行，以调查广告格式、叙事结构和认知需求对产品意图的组合效应。结果表明，与标准视频广告相比，360度视频广告引发了更低的信息寻求意图、更低的试用意图和更低的购买意图。流量体验中介了广告格式与产品意图之间的关系。此外，叙事结构调节了广告形式与信息寻求意图之间的关系。最后，发现广告形式、叙事结构和对信息寻求意图的认知需求之间存在三方互动。讨论了理论和实践意义。

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How Do Narrative Structure and Format Influence a 360 Degree Video Ad?

Abstract A 2 (Ad Format: 360-degree video ad vs. standard video ad) × 2 (Narrative Structure: Narrative vs. Non-narrative) between subject experiment (N = 119) was conducted online to investigate the combinatory effects of ad format, narrative structure, and need for cognition on product intentions. Results showed the 360-degree video ad elicited lower information seeking intention, lower tryout intention, and lower purchase intention compared with a standard video ad. The flow experience mediated the relationship between the ad format and product intentions. In addition, narrative structure moderated the relationship between the ad format and the information seeking intention. Lastly, a three-way interaction among the ad format, narrative structure, and need for cognition on information seeking intention was detected. Theoretical and practical implications were discussed.

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.