The Impact Of Scarcity Appeal And Product Involvement On Social Media Native Advertising Effectiveness

In recent years,social media has become a common communication channel for people,and advertising on social media is favored by more and more advertisers.The research on the advertising effect of social media information flow has become a new research hotspot in the field of advertising psychology.Scarcity appeal and product involvement are two important factors affecting advertising effectiveness.Its effect has been verified in print advertising,but whether scarcity appeal and product involvement are equally effective in social media information flow advertising,as a new form different from print advertising,remains to be verified.Past for advertising effect evaluation,mainly advertising attitude,brand attitude and purchase intention subjective attitude as a measurement,in recent years,the eye tracking technology as a kind of high ecological validity research techniques in the field of advertising psychology gradually be taken seriously,eye tracking technology can be under natural scenes collection of individual eye movement data,The synchronization and objectivity of experimental data are guaranteed.Therefore,this study intends to use eye-movement tracking technology and combine subjective attitudes such as advertising attitude and purchase intention as indicators to measure advertising effectiveness to explore the interaction and influence mechanism of scarcity appeal and product involvement on advertising effectiveness of social media information flow.The paper consists of two experiments.In experiment 1,a 2（scarcity appeal: limited scarcity and limited time scarcity）×2（product involvement: high and low）mixed experimental design was used to explore the effects of limited and limited time scarcity appeal and different product involvement on the advertising effect of social media information flow.The results showed that the interaction between product involvement and scarcity appeal was significant in the time of first gaze.In terms of total fixation time,the main effect of scarcity appeal is significant,and the interaction between scarcity appeal and product involvement is significant.In advertising attitude,the main effect of scarcity appeal is significant,and the main effect of product involvement is significant.In brand attitude,the main effect of product involvement is significant;In terms of purchase intention,the main effect of scarcity appeal and the main effect of product involvement are significant.In experiment 2,a 2（scarcity appeal: supply scarcity and demand scarcity）×2（product involvement: high and low）mixed experimental design was used to explore the effects of supply,demand scarcity appeal and different product involvement on the advertising effect of social media information flow.The results showed that the interaction between product involvement and region of interest was significant in the time of first gaze.In total fixation time,the main effect of scarcity appeal was significant.In advertising attitude,the main effect of product involvement is significant;In brand attitude,the main effect of scarcity appeal is significant;In terms of purchase intention,the main effect of product involvement is significant,and the interaction between scarcity appeal and product involvement is significant.This study conducted an in-depth discussion on the impact of scarcity appeal and product involvement on the advertising effect of social media information flow,and finally drew the following conclusions:（1）Scarcity appeal affects the attention of social media information flow advertising,as well as advertising attitude,brand attitude and purchase intention.（2）Product involvement affects the effect of scarcity appeal on social media information flow advertising,which verifies the role of fine processing model in social media information flow advertising.（3）The information of demand scarcity can attract individual’s attention more,activate individual’s persuasion knowledge and experience to a greater extent,and thus reduce the purchase intention.