Research On Influence Of Social Attributes On The Curvilinear Relationship Between Perceived Value And Advertising Attitude

With the rapid development of Internet technology in the 21st century,various emerging industries are taking advantage of the trend.Social media,as the connection point between users and merchants,has greatly promoted the social and economic development while improving the quality of national life.WeChat is a typical representative of social media platforms.It builds a relationship network based on offline acquaintances,with strong user stickiness and large scale.WeChat Moment Advertising relies on WeChat to spread in the acquaintance relationship chain,without the cost of advertising,and the one-to-one communication advantage is obvious.Many advertisers and brand merchants looked at the potential business opportunities and quickly settled in WeChat to place advertisements,and achieved very good results.However,with the increase of advertisers,the competition has become increasingly fierce,many businesses have used violent screen swipes and other unreasonable methods to place a large number of ads.Consumers receive too many ads every day,gradually producing fatigue,and even refuse to accept advertisements.Therefore,in real life,excessive ads will make the viewer tired and resist,produce negative advertising attitude,affect the effectiveness of advertising.Academics generally believe that perceived value as the driving factor of consumer behavior is the key to affecting consumer advertising attitudes.However,current researches have focused on the positive impact of perceived value on advertising attitudes,ignoring the excessive ads causing negative impact.In current mobile internet,the influence boundary and curve influence mechanism of the perceived value on advertising attitudes are hoped to provide a reference for enterprises to clarify the appropriate delivery range.Based on the information asymmetry theory and the prospect theory,it is believed that when mobile internet social excessive advertising perception,the relationship between perceived value and advertising attitude is not a traditional positive linear relationship,but an inverted U-shaped curve relationship that increases first and then decreases.At the same time,China is a typical social environment of human relations.Ads spread in the social relationship chain and have distinct social attributes.Such social attributes will greatly affect the advertising attitude.This study focuses on the communication process and content,introduces the tie strength and socialization degree of advertising content to reflect social attributes,explores the moderating effect of social attributes on the curve relationship.The results show that,the perceived value and advertising attitude are not a traditional positive linear relationship,but an inverted U-shaped curve relationship that increases first and then decreases,there is a working boundary between the two.Under the inflection point,the perceived value positively affects the advertising attitude,and after the inflection point,the perceived value has an inhibitory effect on advertising attitude.Social attributes can positively adjust the curve relationship between perceived value and advertising attitude.The tie strength can positively regulate the curvilinear relationship.When the social relationship is strong,the perceived value and the advertising attitude show a relatively positive linear relationship;when the social relationship is weak,the relationship between the two is still an inverted U-shaped curve.The socialization degree can also positively adjust the curve relationship,the effecting boundary shifts to the right.When the social degree of advertising content is high,the inverted U-shaped curve opening between perceived value and advertising attitude is larger.