短视频广告景别呈现方式与民宿类型对用户参与行为的交互影响OACHSSCD

Scene presentation refers to the proportion of an area displayed by a subject in a captured image.As a key visual cue in short video advertising,proper scene presentation is helpful for effectively conveying information and highlighting the characteristics of homestays,to accurately spread the image of homestays.Previous studies have mainly focused on picture advertisements,while research on the scene presentation of video advertisements,which has unique characteristics,is insufficient.The scene presentation of video advertisements is usually not a single mode but switches between several presentation modes.Furthermore,as special tourism products,the demand for scene presentations by different types of homestays varies.This study classifies the scene presentation of short video advertising into two types:large scene and small scene.A large scene mainly includes long shot and medium long shot,whereas a small scene mainly includes a medium shot,close-up,and extreme close-up.Homestays can be classified into utilitarian and hedonic categories.Based on the dual processing theory,this study explores the interactive impact of the scene presentation of short video advertising and homestay types on user engagement behavior and its mechanism through four experiments. Experiment 1 tests the interactive effect of the scene presentation of short video advertisements and the type of homestay on user engagement behavior.Four short virtual homestay video advertisements were selected as experimental materials,and 267 valid questionnaires were collected online.The results show that the interactive influence of scene presentation and product type on user behavior exists in the context of short video advertisements of homestays.Specifically,for utilitarian homestays,when a short video is presented in a small scene,it is more active in user engagement behavior.For hedonic homestays,when a short video is presented with a large scene,user engagement behavior is more active. Experiment 2 tests the mediating role of users'thinking styles on the premise that H1 is verified.The experimental materials are consistent with those used in Experiment 1 and 226 valid questionnaires were collected.The results indicate that thinking style mediates the interactive effect of scene presentation and homestay type on user engagement behavior.Specifically,the match between large-scene presentation and hedonic homestays is more likely to activate an experiential thinking style,whereas the match between small-scene presentation and utilitarian homestays is more likely to activate a rational thinking style,thereby increasing user engagement behavior. Experiment 3 verifies the moderating effect of construal level on the premise that H1 is verified.The results from the analysis of 299 valid questionnaires show that a moderating effect exists.Specifically,individuals with low construal level are more likely to generate active user engagement behavior when watching short video advertisements with a small scene for utilitarian homestays,whereas individuals with high construal level exhibit more active engagement behavior when watching short video advertisements with large scenes for hedonic homestays. Experiment 4 tests the moderating effect of narrator's gender.Analysis of 430 valid questionnaires show that the narrator's gender has a moderating effect.Specifically,male narrators in short video advertisements with small scenes for utilitarian homestays are more likely to generate positive user engagement behaviors,whereas female narrators in short video advertisements with large scenes for hedonic homestays are more likely to promote user engagement behaviors. The findings have theoretical implications.First,it theoretically expands the research scope of advertising scene presentations by choosing short video advertisements of homestays as the research object,classifying scene presentations of short video advertising,and verifying the impact of different scene presentations on user engagement behavior.Second,based on the dual processing theory,this study discusses the research model from the perspective of thinking style,and explores the mechanism of the interaction effect of scene presentation and homestay type on user engagement behavior by combining the time limit pressure of short video advertisements.Third,a user's construal level and a narrator's gender are introduced into the research model to analyze their moderating effect,which enriches the research on the visual cue matching effect in short video advertising.