B站PUGC视频互动性对用户广告态度的影响路径研究

Research on the Impact Path of PUGC Video Interactivity on User Advertising Attitude at Station B

摘要: 随着B站UP主广告代言的发展，理清互动性对用户广告态度的影响路径成为众多广告商面临的重大问题。本文从用户视角出发，通过文献总结和理论分析，提出相应的研究假设，并结合B站PUGC视频的特点，重点分析了临场感、心流体验、群体认同三个因素之间的关系，构建了以互动性因素为前因、以临场感、心流体验、群体认同为媒介，以广告态度为结果的结构方程模型，并面向Z世代用户对模型进行了检验校正。研究发现，互动性对广告态度的影响路径有三条，主路径为从互动性到临场感至群体认同从而影响广告态度；三条路径都需要借助群体认同才能最终影响广告态度。针对以上结论，广告商可以要求B站PUGC视频的互动性从加强临场感、心流体验、群体认同方面着手，从而有效影响用户广告态度。

Abstract: With the development of UP main advertising endorsement at station B, it has become a major problem for many advertisers to clarify the influence path of interactivity on users’ advertising attitudes. From the perspective of users, this paper proposes corresponding research hypotheses through literature summary and theoretical analysis, and combines the characteristics of PUGC videos at station B, focusing on the analysis of the relationship between the three factors of presence, flow experience, and group identity, and constructs a structural equation model with interactive factors as the antecedents, presence, flow experience, and group identity as the medium, and advertising attitude as the result is tested and corrected for the Z-generation users. The study found that there are three paths that interactivity can affect advertising attitudes. The main path is from interactivity to presence to group identification to affect advertising attitudes; all three paths need group identification to finally affect advertising attitudes. In view of the above conclusions, advertisers can require the interactivity of PUGC videos at station B to start from strengthening the sense of presence, flow experience, and group recognition, so as to effectively influence users’ advertising attitudes.