摘 要
随着社交媒体平台的迅猛发展，广告投放成为企业营销的重要手段，研究社交媒体广告点击率的影响因素具有重要的理论和实践意义。本研究旨在探讨多种因素对社交媒体广告点击率的影响，基于信息加工理论与社会认知理论构建了包含广告内容、用户特征、社交互动三个维度的影响因素模型。采用问卷调查法收集数据，共获取有效样本1234份，并运用结构方程模型进行数据分析。结果表明，广告内容的新颖性、相关性以及视觉吸引力对点击率有显著正向影响；用户的年龄、性别、受教育程度等人口统计学特征也存在不同程度的影响，其中年轻群体更易被吸引；社交互动方面，好友推荐和评论热度能有效提升点击率。创新点在于同时考虑了广告自身属性、目标受众特点及社交环境三者的交互作用，突破以往单一视角的研究局限，为优化社交媒体广告策略提供了全面系统的理论依据，有助于广告主精准定位受众，提高广告效果，也为进一步深入研究社交媒体广告机制奠定了基础。
关键词：社交媒体广告点击率 信息加工理论 社会认知理论
Abstract
With the rapid development of social media platforms, advertising placement has become a crucial marketing tool for enterprises. Investigating the factors influencing click-through rates (CTR) of social media advertisements holds significant theoretical and practical implications. This study aims to explore the impact of multiple factors on CTR in social media advertising, constructing an influence factor model that encompasses three dimensions: advertisement content, user characteristics, and social interaction, based on information processing theory and social cognitive theory. Data were collected through a questionnaire survey, yielding 1,234 valid samples, and analyzed using structural equation modeling. The results indicate that the novelty, relevance, and visual appeal of advertisement content have a significantly positive effect on CTR; demographic characteristics such as age, gender, and education level also exert varying degrees of influence, with younger demographics being more susceptible. In terms of social interaction, friend recommendations and comment popularity effectively enhance CTR. A key innovation lies in simultaneously considering the interaction among advertisement attributes, target audience characteristics, and the social environment, transcending the limitations of previous single-perspective studies. This comprehensive and systematic theoretical foundation not only aids advertisers in precisely targeting their audience and improving advertising effectiveness but also lays the groundwork for further in-depth research into the mechanisms of social media advertising.
Keyword:Social Media Advertising Click-Through Rate Information Processing Theory Social Cognitive Theory
目 录
1绪论 1
1.1社交媒体广告点击率研究背景与意义 1
1.2国内外研究现状综述 1
1.3研究方法与技术路线 2
2广告内容对点击率的影响 2
2.1文案设计与吸引力分析 2
2.2图像元素的作用机制 3
2.3视频广告效果评估 3
3用户特征与点击行为关系 4
3.1用户人口统计学特征影响 4
3.2用户兴趣偏好匹配度 5
3.3用户互动行为模式分析 5
4平台因素对点击率的作用 6
4.1平台算法推荐机制 6
4.2广告展示位置效应 6
4.3平台环境与用户信任 7
结论 8
参考文献 9
致谢 10
