摘要
随着广告传播环境的日益复杂化，消费者情感体验在广告效果中的作用逐渐受到关注，本研究旨在探讨消费者情感共鸣与广告效果之间的关系，并揭示其内在机制。基于情感传播理论和广告心理学的相关研究，本文通过问卷调查法收集数据，运用结构方程模型对300名消费者的样本进行分析，结果表明，情感共鸣显著正向影响广告态度和购买意愿，且广告可信度在这一过程中起到部分中介作用。此外，研究发现不同性别群体在情感共鸣与广告效果的关系中存在显著差异，女性消费者的情感共鸣对广告效果的影响更为强烈。本研究的创新点在于将情感共鸣作为核心变量纳入广告效果的研究框架，并首次验证了广告可信度的中介效应，同时引入性别调节变量以丰富理论解释力。这一成果不仅为广告设计提供了更具针对性的实践指导，还拓展了情感传播理论的应用边界，为未来相关研究奠定了基础。
关键词：情感共鸣；广告效果；广告可信度；性别差异；结构方程模型
Abstract
With the increasing complexity of advertising communication environments, consumer emotional experiences have gradually drawn attention in terms of their role in advertising effectiveness. This study aims to explore the relationship between consumer emotional resonance and advertising effectiveness, as well as to reveal the underlying mechanisms. Based on relevant research in emotional communication theory and advertising psychology, this paper collects data through a questionnaire survey and employs structural equation modeling to analyze a sample of 300 consumers. The results indicate that emotional resonance significantly and positively influences attitudes toward advertising and purchase intentions, with advertising credibility partially mediating this process. Moreover, the study finds significant differences between gender groups in the relationship between emotional resonance and advertising effectiveness, showing that emotional resonance has a stronger impact on advertising effectiveness for female consumers. The innovation of this study lies in incorporating emotional resonance as a core variable into the research fr amework of advertising effectiveness, providing the first empirical validation of the mediating effect of advertising credibility, and introducing gender as a moderating variable to enhance theoretical explanatory power. These findings not only offer more targeted practical guidance for advertising design but also expand the application boundaries of emotional communication theory, laying a foundation for future related research.
Keywords：Emotional Resonance; Advertising Effectiveness; Advertising Credibility; Gender Differences; Structural Equation Modeling
目 录
摘要 I
Abstract II
一、绪论 1
(一) 消费者情感共鸣的研究背景 1
(二) 广告效果研究的意义与价值 1
(三) 国内外研究现状分析 1
(四) 本文研究方法与框架 2
二、情感共鸣的理论基础与机制 2
(一) 情感共鸣的概念界定 2
(二) 情感共鸣的心理学基础 3
(三) 情感共鸣在广告中的作用机制 3
(四) 情感共鸣与消费者行为的关系 4
三、广告效果的影响因素与测量 4
(一) 广告效果的核心构成要素 4
(二) 情感共鸣对广告效果的直接影响 5
(三) 其他变量对广告效果的调节作用 5
(四) 广告效果的评估方法与工具 6
四、情感共鸣与广告效果的实证研究 6
(一) 研究假设与模型构建 6
(二) 数据收集与样本特征分析 7
(三) 实证结果与讨论 7
(四) 研究局限与未来展望 8
结 论 9
参考文献 10
