I 摘要 短视频，即在互联网上传播的比较精短的视频内容，时长在十几秒至十几分 钟不等。我国短视频行业自 2011 年开始萌芽，经过近 9 年的时间，短视频行业 市场规模已达至千亿元。短视频平台超高的用户规模与用户活跃度，表明了短视 频行业具有超高的商业价值。抖音等短视频平台在带给人们新兴娱乐方式的同时， 电影行业也注意到了其巨大的商业变现价值，纷纷开始涉猎电影营销的新方式— “电影短视频广告”。电影短视频广告已逐渐成为中国电影营销的“标配”，但 是对于电影短视频广告特性与用户参与意愿的影响机制还尚未有具体的研究。因 此，本文把电影短视频广告当做研究对象，从广告特性、广告态度和认知需求的 角度对影响用户参与意愿的因素展开研究。通过对国内外相关文献以及理论的梳 理，构建了“电影短视频广告的交互性和生动性作为自变量，用户参与意愿（包 括互动意愿和购买意愿）为因变量，并加入中介变量‘广告态度’以及调节变量 ‘认知需求’”的理论模型。 本研究采取线上实验的方法，采用“2（交互性高&低）×2（生动性高&低）” 的组间实验进行测试。通过对广告特性（交互性和生动性）的操纵，形成 4 个不 同设计组合的短视频实验：实验 1—高交互性高生动性广告、实验 2—高交互性 低生动性广告、实验 3—低交互性高生动性广告、实验 4—低交互性低生动性广 告。被试在观看完特定的短视频后，将被要求填写网络问卷，以了解其当下的感 受。本次实验共收集 217 份有效数据，并使用 SPSS 软件对电影短视频广告特性 与用户参与意愿的关系，以及广告态度的中介作用和认知需求的调节效应进行实 证研究。结果表明，电影短视频广告的交互性对用户互动意愿和购买意愿均产生 显著正向影响，生动性仅对短视频用户的购买意愿产生显著的正面影响；广告态 度对交互性与用户互动意愿、购买意愿均有中介作用，广告态度仅对生动性与购 买意愿之间产生中介作用；认知需求对交互性与广告态度、用户参与意愿（互动 意愿和购买意愿）均产生正向调节作用，认知需求对生动性与广告态度、用户参 与意愿（互动意愿和购买意愿）产生负向调节作用。最后，本文针对电影短视频 广告参与意愿的影响机制提出了如何提高广告效果的策略建议：合理设置交互功 能；提高广告内容的生动性；采用个性化推荐系统。 关键词：电影短视频广告；交互性；生动性；参与意愿；广告态度；认知需求Abstract II Abstract Short video generally refers to the shorter content of video dissemination on new Internet media. The short video industry in China has begun to sprout since 2011. After nearly 9 years, the market size of the short video industry has reached 100 billion yuan. The ultra-high user scale and user activity of the short video platform indicate that the short video industry has extremely high commercial value. While short video platforms such as Douyin bring people new emerging entertainment methods, film industry has also noticed its huge commercial value, and they have begun to venture into new ways of film marketing—movie short video ads. Movie short video ads have gradually become "The standard" of film marketing in China. However, there is no specific research on the influence mechanism of the characteristics of movie short video advertisements and users' willingness to participate. Therefore, this article takes short video advertisements for movies as the research object, and researches the factors that affect user willingness to participate from the perspective of advertising characteristics, advertising attitude, and cognitive needs. Based on a review of relevant domestic and foreign literature and theories, this article constructs a "movie short video advertising interactivity and vividness as independent variables, advertising attitudes as mediating variables, cognitive needs as moderating variables, and dependent variables as user willingness to participate" theoretical model. In this study, the method of online experiments was adopted, and the test was performed between groups of "2 (interactivity high & low) × 2 (vividness high & low)". Through the manipulation of advertising characteristics (interactivity and vividness), short videos of 4 different design combinations are formed: 1-high interactivity & high vividness, 2-high interactivity & low vividness, 3-low interactivity & high vividness, 4-low interactivity & low vividness. Participants will be asked to fill out a questionnaire after watching a particular experiment video to understand their current feelings. This experiment collected a total of 217 valid data, and used SPSS to conduct empirical research on the relationship between the characteristics of movie short video ads and users' willingness to participate, the mediating role of advertising attitudes, and the regulating effect of cognitive needs. The results show that the interactivity of movie short video ads has a significant positive impact on both the user's willingness to interact and purchase; the vividness only has a significant positive effect on the willingness to purchase; the advertising attitude affects the interactivity and the user's willingness to interact and purchase,Abstract III both have an intermediary role; advertising attitudes only have a mediating role between vividness and purchase willingness; cognitive needs have a positive regulatory effect on interactivity and advertising attitudes, user willingness to participate (interaction willingness and purchase willingness), cognitive needs have a negative adjustment effect on vividness and advertising attitude, user participation willingness (interaction willingness and purchase willingness). Finally, according to the influence mechanism of the participation willingness of short video advertisements in the movie, some suggestions on how to improve the effectiveness of the advertisement are put forward: reasonably set interactive functions; improve the vividness of advertising content; adopt personalized recommendation system. Keywords: movie short video ads, interactivity, vividness, willingness to participate, advertising attitude, cognitive needs目 录 IV 目 录 摘要............................................................................................................................ I Abstract.......................................................................................................................II 第 1 章 绪 论..............................................................................................................1 1.1 研究背景及目的..............................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究目的................................................................................................2 1.2 研究意义..........................................................................................................3 1.2.1 理论意义................................................................................................3 1.2.2 实践意义................................................................................................4 1.3 国内外研究现状及简析..................................................................................4 1.3.1 电影营销的研究现状............................................................................4 1.3.2 移动短视频广告的研究现状................................................................7 1.3.3 参与意愿的研究现状..........................................................................10 1.3.4 广告态度的研究现状..........................................................................13 1.3.5 认知需求的研究现状..........................................................................13 1.3.6 国内外研究综述简析..........................................................................14 1.4 研究内容及方法............................................................................................15 1.4.1 研究内容..............................................................................................15 1.4.2 研究方法..............................................................................................15 1.5 论文结构及技术路线....................................................................................16 1.5.1 论文结构..............................................................................................16 1.5.2 技术路线..............................................................................................17 第 2 章 理论模型与研究假设的提出........................................................................18 2.1 理论基础........................................................................................................18 2.1.1 刺激-机体-反应模型...........................................................................18 2.1.2 精细加工可能性模型..........................................................................19 2.2 研究假设........................................................................................................20 2.2.1 电影短视频广告特性与用户参与意愿的假设..................................20 2.2.2 广告态度中介作用的假设..................................................................23 2.2.3 认知需求调节作用的假设..................................................................24 2.3 研究模型........................................................................................................26 2.4 本章小结........................................................................................................27 第 3 章 研究设计与数据分析....................................................................................28目 录 V 3.1 实验设计与前测............................................................................................28 3.1.1 变量定义与选择..................................................................................28 3.1.2 自变量操纵..........................................................................................28 3.1.3 调查问卷的结构..................................................................................31 3.1.4 预调研数据分析..................................................................................32 3.2 数据收集与分析............................................................................................39 3.2.1 数据收集..............................................................................................39 3.2.2 数据分析..............................................................................................39 3.3 本章小结........................................................................................................44 第 4 章 实证分析与假设检验....................................................................................45 4.1 电影短视频广告特性与用户参与意愿........................................................45 4.2 广告态度的中介效应分析............................................................................47 4.2.1 广告态度对交互性和用户参与意愿中介作用的假设验证..............47 4.2.2 广告态度对生动性和用户参与意愿中介作用的假设验证..............48 4.2.3 广告态度对广告特性和用户参与意愿中介作用的假设验证..........50 4.3 认知需求的调节效应分析............................................................................51 4.3.1 认知需求对交互性与广告态度调节作用的假设验证......................51 4.3.2 认知需求对生动性与广告态度调节作用的假设验证......................52 4.3.3 认知需求对交互性与用户参与意愿调节作用的假设验证..............53 4.3.4 认知需求对生动性与用户参与意愿调节作用的假设验证..............56 4.3.5 认知需求对广告特性与用户参与意愿调节作用的假设验证..........59 4.5 本章小结........................................................................................................62 第 5 章 结果讨论与策略建议....................................................................................63 5.1 结果讨论........................................................................................................63 5.1.1 电影短视频广告特性对用户参与意愿的影响..................................63 5.1.2 广告态度的中介作用..........................................................................64 5.1.3 认知需求的调节作用..........................................................................64 5.2 策略建议........................................................................................................65 5.2.1 合理设置交互功能..............................................................................65 5.2.2 提高广告内容的生动性......................................................................66 5.2.3 采用个性化推荐系统..........................................................................66 5.3 本章小结........................................................................................................68 结 论............................................................................................................................69