系统管理学报

系统管理学报 ›› 2021, Vol. 30 ›› Issue (6): 1187-1197.DOI: 10.3969/j.issn.1005-2542.2021.06.015

• 大数据与信息管理 • 上一篇    下一篇

基于网络视频弹幕情感分析的广告插入机制对消费者冲动购买愿的影响

李曼宁，于晶芸，蒋忠中，孙雁鸣   

  1. 东北大学 工商管理学院；行为与服务运作管理研究所，沈阳 110169；沈阳大学 信息工程学院，沈阳 110044
  • 出版日期:2021-11-28 发布日期:2021-12-16
  • 作者简介:李曼宁（1982-）女，博士，副教授，硕士生导师。研究方向为信息系统、人机交互、智能健康
  • 基金资助:
    国家自然科学基金面上项目（71771046，71671033，71971052）；教育部人文社科项目（17YJC6300 61）；中央高校基本业务费项目（N2006006）；“兴辽英才计划”青年拔尖人才项目（XLYC1807252）

Advertisement Insertion Mechanisms Based on Sentiment Analysis of Online Video Danmaku Data: An Empirical Study of User Impulse Buying Intention

LI Manning, YU Jingyun, JIANG Zhongzhong, SUN Yanming   

  1. School of Business Administration; Institute of Behavioral and Service Operations Management, Northeastern University, Shenyang 110169, China; School of Information Engineering, Shenyang University, Shenyang 110044, China
  • Online:2021-11-28 Published:2021-12-16

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摘要： 在网络视频广告投放的背景下，不同的广告插入机制会影响用户的信息处理，从而影响用户的广告态度、品牌意识和冲动购买意愿。结合当前网络视频实时弹幕信息和不同类型产品广告的特点，创新性地提出一种基于弹幕情感分析的情感匹配广告插入机制。基于人的情感-认知决策理论，建立结构方程模型检验现有内容匹配的广告插入机制和情感匹配的广告插入机制广告效果差异。结果表明：总体上情感匹配比内容匹配的广告插入机制更有助于用户的信息处理，形成积极的广告态度和品牌意识，最终影响冲动购买意愿；产品类型在广告插入机制和用户信息处理的关系中起到调节作用，实用型产品更适合内容匹配的广告插入机制，而享乐型产品更适合情感匹配的广告插入机制。

关键词: 弹幕数据情感分析, 广告插入机制, 广告态度, 品牌意识, 冲动购买意愿

Abstract: In online video platforms, different advertising mechanisms affect users’ information processing, which eventually affects users’ advertising attitude, brand awareness, and impulse buying intentions. By analyzing real-time online video Danmaku data and the characteristics of different types of product advertisements, an emotion-matching advertisement insertion mechanism is proposed based on big data sentiment analysis. In addition, a structural equation model was established to test the difference of advertising effect between the existing content-matching advertisement insertion mechanism and the emotion-matching advertisement insertion mechanism, based on the human affective-cognitive decision theory. The results show that emotion-matching is more helpful to information processing than content-matching, and positive attitude towards the advertisement and brand awareness affect users’ impulse buying intentions. Product type plays a moderating role in the relationship between advertisement insertion mechanism and users’ information processing. While utilitarian products are more suitable for content-matching advertisement insertion mechanisms, hedonic products are more suitable for emotion-matching advertisement insertion mechanisms.

Key words: sentiment analysis of Danmaku data, advertisement insertion mechanism, advertisement attitude, brand awareness, impulse buying intention

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