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首页> 外文期刊>Journal of marketing communications >Why we watch others' responses to online advertising - investigating users' motivations for viewing user-generated content in the context of online advertising
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Why we watch others' responses to online advertising - investigating users' motivations for viewing user-generated content in the context of online advertising

机译：为什么我们观看他人对在线广告的反应-调查用户在在线广告的背景下查看用户生成的内容的动机

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The study investigates Internet users' motivations for viewing user-generated content (UGC) in the context of online advertising. In addition, it is examined whether individual motivation patterns can be traced back to users' personalities and their attitudes toward advertising in general. An online survey of 181 social media users was conducted, surveying users' motivation, personality (big five), and attitude toward advertising in general. Path analysis was employed to examine the research model. The use of UGC was motivated by needs for information, entertainment, personal identity, and social interaction. While personality did not predict users' motives, their attitudes towards advertising in general explained individual motivation patterns to a large extent. It was consequently proposed and confirmed that users' motives mediate the influence of recipients' general attitude toward advertising on UGC usage. Results indicated a strong effective potential for UGC in online advertising: users view such content expressly to be influenced by others fulfilling their needs for information, personal identity and social interaction. Firms may lose some of their ability to precisely control brand messages when advertising in social media.
机译：该研究调查了互联网用户在在线广告背景下查看用户生成的内容（UGC）的动机。另外，检查个人动机模式是否可以追溯到用户的个性以及他们对广告的总体态度。对181个社交媒体用户进行了在线调查，调查了用户的动机，性格（大五）和总体上对广告的态度。路径分析被用来检查研究模型。教资会的使用是出于对信息，娱乐，个人身份和社交互动的需求。尽管个性不能预测用户的动机，但他们对广告的态度通常在很大程度上解释了个体的动机模式。因此，有人提出并确认，用户的动机可以调动收件人对广告的一般态度对UGC使用的影响。结果表明，UGC在在线广告中具有强大的有效潜力：用户明确认为此类内容受其他满足其信息，个人身份和社交互动需求的人的影响。在社交媒体上投放广告时，公司可能会失去一些精确控制品牌信息的能力。

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