With the wide application of barrage in the field of advertising,how to improve the effect of barrage video advertising and enhance the purchase intention of users has become a common concern of many enterprises and try to solve.Starting from the perspective of cognitive closure needs,and based on the AIDA model,this study combines the two characteristics of consumer'cognitive characteristics and barrage text types,constructs a theoret-ical model of barrage video advertising affecting users'purchase intention,and analyzes the impact of barrage vid-eo advertising on heterogeneous consumers'purchasing intention.The study finds that:the influence of the bar-rage on different cognitive closure:for the low cognitive closure,the barrage has no significant influence on the pur-chase intention,while for the high cognitive closure,the presence of the barrage will significantly increase the pur-chase intention;different-barrage text types have different influences on the user purchase intention,where emotion-al barrage and behavioral barrage have significantly higher influence on user purchase intention than that of the cog-nitive barrage.
关键词
弹幕视频广告/购买意愿/认知闭合需要/弹幕文本类型/眼动
Key words
Barrage video advertisement/Purchase intention/Cognitive closure need/Barrage text types/Eye movement
维普
万方数据