摘要
随着广告传播方式的多样化，情感共鸣作为连接品牌与消费者的重要心理机制，逐渐成为营销研究的核心议题之一。本研究旨在探讨广告中情感共鸣对消费者购买意愿的影响机制，并进一步分析中介变量和调节变量的作用。基于情绪感染理论和社会认知理论，通过问卷调查法收集了500份有效样本数据，并采用结构方程模型进行数据分析。研究发现，广告中的情感共鸣能够显著正向影响消费者的购买意愿，且感知价值在此过程中起到部分中介作用；此外，消费者的品牌信任感显著增强了情感共鸣对购买意愿的影响效果。本研究的创新点在于首次将感知价值纳入情感共鸣与购买意愿的关系框架中，同时揭示了品牌信任感的调节效应，为现有理论提供了新的视角。研究成果不仅深化了对情感共鸣机制的理解，还为企业在广告设计中如何有效激发消费者情感共鸣提供了实践指导，具有重要的理论意义和应用价值。
关键词：情感共鸣；购买意愿；感知价值；品牌信任感；结构方程模型
Abstract
With the diversification of advertising communication methods, emotional resonance, as a critical psychological mechanism connecting brands and consumers, has gradually become one of the core issues in marketing research. This study aims to explore the influence mechanism of emotional resonance in advertisements on consumer purchase intention and further analyze the roles of mediating and moderating variables. Based on the theories of emotional contagion and social cognition, this research collected 500 valid samples through a questionnaire survey and employed structural equation modeling for data analysis. The findings indicate that emotional resonance in advertisements significantly and positively affects consumer purchase intention, with perceived value partially mediating this relationship. Moreover, brand trust significantly enhances the effect of emotional resonance on purchase intention. The innovation of this study lies in its first inclusion of perceived value within the fr amework of the relationship between emotional resonance and purchase intention, as well as its revelation of the moderating effect of brand trust, thereby providing new perspectives to existing theories. The research not only deepens the understanding of the mechanism of emotional resonance but also offers practical guidance for businesses on how to effectively evoke emotional resonance in advertisement design, demonstrating significant theoretical implications and application value.
Keywords：Emotional Resonance; Purchase Intention; Perceived Value; Brand Trust; Structural Equation Model
目 录
摘要 I
Abstract II
一、绪论 1
(一) 广告中情感共鸣的研究背景 1
(二) 情感共鸣与购买意愿的研究意义 1
(三) 国内外研究现状分析 1
(四) 本文研究方法与结构安排 2
二、情感共鸣的理论基础与机制分析 2
(一) 情感共鸣的概念界定 2
(二) 广告中情感共鸣的形成机制 3
(三) 情感共鸣对消费者心理的影响 3
三、情感共鸣与购买意愿的关系探讨 4
(一) 情感共鸣对购买意愿的作用路径 4
(二) 不同类型情感共鸣对购买意愿的影响差异 4
(三) 情感共鸣强度与购买意愿的相关性分析 5
四、实证研究与案例分析 5
(一) 研究设计与数据收集方法 5
(二) 实证结果分析 6
(三) 典型广告案例的情感共鸣效果评估 7
结 论 8
参考文献 9
