Research On The Influence Of Sponsorship Information Disclosure On Users’ Willingness To Adopt Information In Native Advertising

The development of social media and the continuous digitization of traditional media channels have led to significant changes in the field of information transmission.With the development of social media,traditional media channels continue to be digitized,and commercial information begins to invade digital content,such as news and entertainment content.In the era of new media,users’ access to and dissemination of information has increased dramatically,resulting in a large number of fraudulent information.The fake endorsement behavior(also known as native advertising)formed by the brand side by conceals the sponsorship relationship between itself and the content published by users has triggered the exploration of scholars based on the disclosure of sponsorship information.The sponsorship information disclosure in this article refers to a sponsorship information disclosure specification that indicates the sponsorship relationship between the endorsement content and the brand,thereby indicating the commercial nature of the information,activating the consumer’s knowledge and persuasion ability,avoiding information fraud and misleading.This is the pain point of media information supervision in various countries in recent years,and it is also an important hot topic of academic attention.However,most of the existing studies analyze the advertisement identification under sponsorship disclosure,while not conduct in-depth exploration of the processing and adoption process of sponsorship disclosure information.Based on persuasive knowledge model and self-determination theory,this thesis focuses on the perspective of persuasion knowledge and self-disclosure,and explores the impact of sponsorship information disclosure on users’ native advertising information adoption based on two experiments.Persuasion knowledge reflects user’s personal ability to deal with advertisements,including conceptual knowledge and attitudinal persuasion knowledge.This thesis constructs a theoretical model of the influence mechanism of sponsorship information disclosure mediated by conceptual persuasion knowledge and attitudinal persuasion knowledge.In Study 1,this thesis conducts a chain mediation test on persuasive knowledge.The results show that sponsorship information disclosure does not directly affect users’ purchase intention.Conceptual persuasion knowledge and attitudinal persuasion knowledge play a mediating role between sponsorship information disclosure and user purchase intention.In Study 2,this thesis incorporates self-disclosure into the research context,which not only verifies the mediating utility of Study 1,but also further examines the interaction of sponsorship information disclosure and self-disclosure on users’ willingness to adopt information.In addition,hierarchical regression analysis reveals that self-disclosure moderates the influence of attitudinal persuasion knowledge and willingness to adopt information.This thesis is a meaningful discussion on user information processing process under sponsorship information disclosure.It expands the research on the effect mechanism of sponsorship information disclosure and provides practical suggestions for relevant policy makers and practitioners.