Exploring The Message Framing And Benefit Target Of Online Public Service Advertising On The Third-person Effect:The Moderating Effect Of Reference Group

Previous research on the effect of PSAs mostly focused on the direct effect on the attitudes or behaviors of the audience,while ignoring the audiences’ psychological process,they would consider the influence of other people around them when they read the PSAs.On this basis,from the perspective of TPE theory,the study is to investigate the influence of the PSAs message strategy and the reference group on the TPE.On the other hand,it explored the PSAs’ effectiveness of the retransmission and public service behavior of the audience through TPE indirectly?This study designed two experiments to verify the indirectly effects of online PSAs.In experiment one,the effects of information framework and benefit target on TPE and audiences’ behavioral intention were discussed by taking charity fundraising advertisements as the subject and manipulating the message strategy of advertisements(N=188).The results showed that TPEs present differently under different frameworks and benefit target,which have interaction effect.In addition,the Bootstrap test verified that the information framework and benefit target would exert an influence of the retransmission intention and donation behavior intention of the advertising on audience through the mediating effect of TPE,which proved the indirect effect of the dissemination of PSAs.In experiment two,experimental subjects and the theme of PSAs were changed to verify the repeatability of the measurement results of experiment one,Taking anti-drunk driving as the theme,the ’reference group’ variable was added.On the basis of experiment one,the moderating effect of different audiences’ perceived reference groups on TPE was further discussed(N=305).The results show that the message framework and benefit target of anti-drunk driving PSAs also have an impact on TPE.Besides,the interaction between the reference group and the message presentation confirmed that the difference of reference group had a moderating effect on the relationship between the message presentation mode and the TPE.This study confirms the existence of indirect effect path of online PSAs,introduces message framing strategy variables,expands the research boundary of TPE influence factors,makes contributions to TPE theory,and has certain practical significance to the production and broadcasting of PSAs.