摘要
随着数字媒体的快速发展，原生广告作为一种新兴的营销形式逐渐受到广泛关注。本研究旨在探讨原生广告对消费者认知与态度的影响机制，并揭示其在信息处理和情感反应中的作用。通过整合传播学、心理学和市场营销理论，本研究采用实验法与问卷调查相结合的方式，选取不同类型的原生广告作为刺激材料，分析消费者在接触广告时的认知加工深度及其对品牌态度的形成过程。研究结果表明，原生广告的内容相关性显著影响消费者的注意分配和信息记忆效果，而广告透明度则在消费者信任感的建立中起到关键作用。此外，消费者对原生广告的情感评价会进一步调节其对品牌的积极态度。本研究的创新点在于首次将内容相关性和透明度纳入统一框架进行考察，并验证了二者对消费者认知与态度的交互效应。这一发现不仅丰富了广告效果的研究视角，也为企业在数字时代优化广告策略提供了理论支持和实践指导。
关键词：原生广告；消费者认知；广告透明度；内容相关性；品牌态度
Abstract
With the rapid development of digital media, native advertising, as an emerging marketing format, has gradually attracted widespread attention. This study aims to explore the influence mechanism of native advertising on consumer cognition and attitudes, and to reveal its role in information processing and emotional responses. By integrating theories from communication studies, psychology, and marketing, this research employs a combination of experimental methods and questionnaire surveys, selecting different types of native advertisements as stimuli materials, to analyze the depth of cognitive processing consumers engage in when exposed to advertisements and the formation process of their brand attitudes. The results indicate that the content relevance of native advertisements significantly affects consumers' attention allocation and information memory effects, while advertisement transparency plays a critical role in establishing consumer trust. Furthermore, consumers' emotional evaluations of native advertisements modulate their positive attitudes toward brands. The innovation of this study lies in its first-time inclusion of content relevance and transparency within a unified fr amework for examination, verifying the interactive effects of these two factors on consumer cognition and attitudes. This finding not only enriches the research perspective on advertising effectiveness but also provides theoretical support and practical guidance for businesses to optimize their advertising strategies in the digital era.
Keywords：Native Advertising; Consumer Perception; Advertisement Transparency; Content Relevance; Brand Attitude
目 录
摘要 I
Abstract II
一、绪论 1
(一) 原生广告研究的背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、原生广告对消费者认知的影响机制 2
(一) 消费者认知的基本理论框架 2
(二) 原生广告的信息传递特点 3
(三) 原生广告对消费者认知的作用路径 3
三、原生广告对消费者态度的影响因素 4
(一) 消费者态度形成的心理机制 4
(二) 广告内容与形式对态度的影响 5
(三) 社会文化背景对态度塑造的作用 5
四、原生广告效果评估与优化策略 6
(一) 消费者认知与态度的测量方法 6
(二) 原生广告效果的影响因素分析 6
(三) 提升原生广告有效性的优化建议 7
结 论 8
参考文献 9
