感知价值和参与体验：社交媒体平台信息流广告的用户评估研究

Perceived Value and Engagement Experience: A User Assessment Study of Infomercials on Social Media Platforms

摘要: 社交媒体信息流广告的研究具有极强的社会意义，但当前的研究主要集中于信息流广告的投放效果，对于用户的心理本位研究还未有足够的重视。对于从用户心理出发研究信息流广告，本研究在感知价值的基础上进一步引入了参与体验的概念，在当下热门的社交媒体平台中选择抖音和小红书平台做实证研究，进而探讨用户在社交媒体某一具体时刻的体验是否会影响其对广告的评估。研究发现，感知价值和参与体验是用户评价社交媒体信息流广告的影响因素之一，并且发现参与娱乐体验和识别体验越深的用户往往对于信息流广告评价越低，这告知了广告主和平台方应当更注重信息流广告的沉浸感和体验感，并且应注重负面情绪用户。

Abstract: The study of social media infomercials is of great social significance, but the current research mainly focuses on the effect of infomercial placement, and has not paid enough attention to the study of users’ psychological background. To study infomercials from the perspective of users’ psychology, this study further introduces the concept of participation experience on the basis of perceived value, selects TikTok and Xiaohongshu platforms among popular social media platforms to do empirical research, and then explores whether users’ experience at a specific moment in social media affects their evaluation of advertisements. The study finds that perceived value and engagement experience are one of the influencing factors on users’ evaluation of social media infomercials, and finds that the deeper the engagement entertainment experience and recognition experience, the lower the evaluation of infomercials, which informs advertisers and platforms that they should pay more attention to the sense of immersion and experience in infomercials, and focus on the users with negative emotions.