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首页> 外文期刊>Journal of Sustainable Development >Mediation Role of Attitude towards Product Placement in Social Media
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Mediation Role of Attitude towards Product Placement in Social Media

机译：社交媒体中产品放置态度的中介作用

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摘要

The present paper empirically examines consumer attitude and behavioral intention structures in social media context, particularly focusing on Gen Ys who are the world’s largest population group. Three antecedent factors (i.e. perceived relevance, perceived value and perceived credibility) were closely examined for their influences on attitude towards product placement (App) and purchase intention. App was proposed to serve as a mediator between these antecedent factors and purchase intention. The mediation results indicated that perceived relevancy and perceived credibility affect purchase intention in two ways: directly and indirectly through App. Meanwhile, perceived value only has a significant direct effect on purchase intention. Consumers considered perceived relevance and perceived credibility as antecedents to App, but not perceived value. The findings provide useful insight to both marketers and academicians in planning for their promotion strategy.
机译：本文通过实证研究了社交媒体环境下的消费者态度和行为意向结构，特别关注了世界上最大人口群体的Y世代。仔细检查了三个先行因素（即感知的相关性，感知的价值和感知的信誉）对产品放置态度和购买意愿的影响。建议将App作为这些先行因素和购买意愿之间的中介。调解结果表明，感知的相关性和感知的信誉通过两种方式影响购买意愿：直接和间接通过App。同时，感知价值仅对购买意愿有显着的直接影响。消费者认为感知的相关性和感知的可信度是App的先决条件，而不是感知的价值。调查结果为营销人员和院士制定促销策略提供了有用的见识。

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