社会化媒体中消费者生成广告的影响因素模型及作用路径

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为，这样的行为对品牌传播产生了极大影响，它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响，这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式，选择活跃于社会化媒体（微博、微信、美拍）中的消费者作为研究对象，使用扎根理论的开放式编码、主轴编码与选择性编码对访谈材料进行分析，最后结合选择性编码与“故事线”的方式构建了CGA-EESM影响因素模型。该模型显示：环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素，它们之间存在错综复杂的作用路径。

The Influence Factors Model and Role of the Path of Consumer Generated Advertising in the Social Media

Nowadays , the behaviors about brands of consumers , including comments , forwarding and creations , can be seen everywhere in social media.Such behaviors have a great impact on the brand communication and are more effective than the communication ways of traditional brands.Then, what factors can influence the advertising behaviors generated by consum -ers in social media and what is the internal logic relation of these factors? In this paper , we use the purposive sampling and choose the consumers, which are active in the social media (e.g.WeiBo, WeChat and MeiPai), as the research object.We also use the open coding , axial coding and selective coding in the grounded theory to analyze the interview materials.Further-more, we construct the CGA-EESM model by combining the selective coding and “story line” approach.Our model shows that there are four key factors that influence the advertising behaviors generated by consumers , including environment , experience , stimulation and motivation.These factors interact with each other in different ways , which produce the intricate paths among them.