Research On The Effect Of Congruity And Advertising Persuasion Intention On Native Advertising

Under the combined effect of big data and mobile internet,the relationship among advertisers,media providers and users are also changing.All of them try to find a balance between user experience and advertising effect in the existing advertising business model.Native advertising caters to this demand.The most prominent feature of native advertising is that advertising information is integrated into the environment to achieve content.Native advertising attaches great importance to the environment and situation in which users contact the content of the advertisement,so as to realize the content,that is,advertising.The applicability and importance of native advertising are becoming increasingly prominent in the era of mobile Internet.Previous studies have carried out relatively rich full research on the concept,characteristics,development background,development approach,creative techniques and communication strategies of native advertising.However,empirical studies on the cognitive,attitudinal,emotional and behavioral aspects of native advertising are relatively scarce.And in the existing empirical research on the effect of native advertising,the main research perspectives include the perceptions and attitudes of users brought about by the content characteristics(entertainment,informativeness,interaction,etc.),advertising disclosure,advertising location,advertising language and other factors of native advertising.But these variables cannot well reflect and explain the essential characteristics of the native advertising.Based on the conceptual characteristics of native advertising and the results of previous studies on advertising cognitive and attitudinal effects,this paper introduces two factors—congruity and persuasion intention,to explore the cognitive and attitudinal effects of users on native advertising at different levels.Through the scenario simulation experiment and the control variable method,this paper found that the appropriate combination of congruity and persuasion intention can bring better cognitive and attitudinal effects of users,and also revealed that the level difference of persuasion knowledge system among individuals will affect the cognitive and attitudinal effects of advertisements.Firstly,this paper reviewed the literature theory of native advertising,effects of advertising,advertising congruity,persuasion knowledge system level,so as to form a general overview of the existing research,and put forward the research variables and research model of this paper.Then,two experiments were designed to verify the hypothesis.The first experiment required the respondents to complete the APP experience through the scenario simulation experiment,so as to complete the recall of advertising memory content and the scale of advertising cognition and attitude.In the second experiment,the respondents need to complete the semantic level score of advertising headlines to determine the level of persuasion knowledge system of the respondents.We also completed the 2*2 control variable experiment to measure the user’s cognitive and attitudinal effects under high or low Congruity and Persuasion intention levels.Both experimental respondents recruit college students through university research platform and university network community,and give necessary material incentives to participants in the experiment,so as to ensure the authenticity and objectivity of the research results.Finally,the two parts of experimental data were analyzed by SPSS21.0 statistical analysis to test the congruity at different levels and the advertising effect of persuasion intention.Comprehensive research shows that:(1)Advertising congruity can play a limited role in the case of higher Persuasion intention,while advertising congruity can produce high-low Persuasion intention.(2)The lower the congruity of advertisements,regardless of persuasion intention,users ‘psychological expectations have no obvious negative impact on advertisements.3)Although high congruity and low persuasion intention achieve non-interference in advertisement cognition,the strong contrast between them may also induce negative attitudes of users.(4)There are significant differences in persuasion knowledge system among individuals,which will affect their advertising cognitive and attitude results.These findings also suggest that in the marketing practice of native advertising,it is necessary to consider the ROI brought by congruity and persuasion intention,and find the balance between the intention of advertising and user experience.Personal knowledge persuasion system also warns practitioners that native advertising is not omnipotent.Only when it is suitable for certain matching purposes of enterprises at the appropriate stage,can the value of native advertising be maximized.