好友印象對微信朋友圈用戶生成廣告效果的影響

好友印象對微信朋友圈用戶生成廣告效果的影響

宋思根¹ 施維 ²王平 ³

（1. 上海應用技術大學經濟與管理學院，上海，201418；

2. 安徽工業經濟職業技術學院數智財商學院，安徽 合肥，230051；

3. 安徽財經大學人事處，安徽 蚌埠，233030）

摘　要：以微信為代表的社交媒體非常普及，朋友圈理所當然地變成一種新型廣告傳播管道。然而朋友圈的人際關係多具有線下真實人際關係基礎，朋友圈中的品牌代言人與傳統的名人具有很大差異。調查表明，微信用戶外表吸引力、社交吸引力、道德認同顯著影響好友對微信朋友圈生成廣告的接受度，任務吸引力和道德認同顯著影響微信朋友圈生成廣告的廣告價值，人際關係親密度對上述關係具有顯著的中介作用。企業應該根據不同的傳播目標遴選不同特徴的微信朋友圈品牌代言人，而微信用戶應以線下互動為基礎輔以線上印象管理提升生成廣告效果。

關鍵字：好友印象；微信朋友圈；用戶生成廣告；廣告效果

The Influence of Friend Impression on Effectiveness of Advertisement Generated

by Users in WeChat Moments

SONG Sigen¹  SHI Wei²  WANG Ping³

(1.School of Economics and Management, Shanghai Institute of Technology, Shanghai ,201418;

2.School of Digital Intelligent Finance & Accounting, Anhui Technical College ofIndustry and Economy, Hefei, Anhui, 230051;

3. Human Resources Department, AnhuiUniversity of Finance and Economics, Bengbu, Anhui, 233030)

Abstract: With the popularity of social media led by WeChat in China, the moments of WeChat has naturally become a new type of advertising channel. However, most of interpersonal relationships in moments are real offline, so ordinary persons as the brand endorsers in moments are much different from traditional celebrities such as movie stars or internet celebrities. This survey showed that the WeChat friends’ physical attractiveness, social attractiveness and moral identity significantly affected the acceptability of the advertisements generated by WeChat friends in moments, task attractiveness and moral identity significantly affected the value perception of the advertisements generated by WeChat friends in moments, and interpersonal intimacy had a mediating effect on the above relationships. Enterprises should select brand endorsers with different characteristics including common people on the social media like WeChat to be suitable for different communication goals, and WeChat users could improve the advertisement effectiveness through offline interaction as well as online impression management.

Keywords: Friend impression; WeChat moments; User-generated advertising; Advertisement effectiveness

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