The Influence Mechanism Of Friends And Advertisements On Consumers' Purchasing Decisions In Social Networking Sites

As information technology continues to evolve,the idea of user-generated content is spreading rapidly.Under the background of the Internet era,how the interpersonal relationship on the Internet and the influence of online advertising on consumers' purchasing decisions has become a hot issue in the field of marketing research.As one of the typical applications in the era of digital economy,social networking sites extend the interpersonal relationship in reality to the Internet.At the same time,the effectiveness of advertising on social networking sites is also a controversial topic.This article is based on the perspective of cognitive psychology to social networking online advertising as the breakthrough point,from the social network of "friends" and advertising are two basic elements,draw lessons from social network,the effect of word-of-mouth marketing and online advertising related theory,reveals under the environment of user-generated content,network of relationships and online advertising effect on the consumer purchase decision mechanism.This article uses the laboratory research environment to collect the relevant data of consumer observation of print advertising,so the method of questionnaire survey,eye movement experiment and eeg experiment is used to further explore the complementary relationship between word-of-mouth marketing and online advertising.The specific research contents and conclusions are as follows:(1)The conceptual model of the influence of "friends" on the purchase intention of individuals on social networking sites is constructed.Using empirical research to collect data,the statistical analysis results show that the number and type of friends in social networking sites significantly affect the recommendation of friends and the purchase of friends,the latter two directly or indirectly through subjective norms or social identity affect the purchase intention of individuals;The difference in the intensity of the relationship between individuals and different types of "friends" leads to the difference in the impact of being recommended by friends and seeing friends buy on subjective norms and social identity.Individuals' different needs for the uniqueness of different types of "friends" lead to differences in the impact of social identity and subjective norms on purchase intention.(2)The S-O-R model of online advertising as a stimulus-organism Response to physical,psychological and behavioral responses of consumers is proposed.Using the measurement indexes of eye movement experiment,different visual search behavior data of users were obtained,we obtained different visual search behavior data of users,and compared the fixation time and number of different website types,advertising types,time adequacy and friends' footprints.The results show that the longer the fixation time and the more the fixation times,the more positive and stronger the cognition,emotion and purchase intention of the online advertisement on the social network website.(3)The utility model of friends' clicking online advertising behavior on social networking sites is constructed.Through the crawler Gooseeker,the dynamic experimental data about "friend discussion" was captured.Using the research methods of experiment,discrete selection and Logistic regression,this paper explores the mechanism of "friends" to promote the effect of online advertising and the mechanism of online advertising to promote word-of-mouth communication.The results show that online advertising can promote the word-of-mouth communication among users of social networking sites."Friends' discussions" on social networking sites improve online advertising;The increase of "the number of friends" has a positive effect on the increase of "friend discussion" on social networking sites;Network advertising on social networking sites has a significant impact on improving the effectiveness of network advertising.