化被动为主动:用户导向视频定制对赞助视频数字参与的双路径机制研究

财经论丛 ›› 2026, Vol. 42 ›› Issue (2): 17-28.

化被动为主动:用户导向视频定制对赞助视频数字参与的双路径机制研究

肖海舰¹, 王永贵^2,3,4

1.首都经济贸易大学工商管理学院,北京 100070;
2.教育部人文社会科学重点研究基地浙江工商大学现代商贸研究中心,浙江杭州 310018;
3.浙江工商大学工商管理学院(MBA学院),浙江杭州 310018;
4.浙江工商大学中国智能管理研究院,浙江杭州 310018

收稿日期:2025-01-06 发布日期:2026-02-09
通讯作者: 王永贵(1973—),男,辽宁庄河人,教育部人文社会科学重点研究基地浙江工商大学现代商贸研究中心、浙江工商大学工商管理学院(MBA学院)、浙江工商大学中国智能管理研究院教授。
作者简介:肖海舰(1995—),男,黑龙江哈尔滨人,首都经济贸易大学工商管理学院博士生。
基金资助:
国家自然科学基金重点项目(72032004);浙江省哲学社会科学领军人才培育专项课题(24YJRC04ZD)

From Passive to Active: Research on the Dual-path Mechanism of User-oriented Video Customization to Digital Engagement in Sponsored Video

XIAO Haijian¹, WANG Yonggui ^2,3,4

1. College of Business Administration, Capital University of Economics and Business, Beijing 100070, China;
2. Modern Business Research Center, Zhejiang Gongshang University, Key Research Base for Humanities and Social Sciences of the Ministry of Education, Hangzhou 310018, China;
3. School of Business Administration(MBA), Zhejiang Gongshang University, Hangzhou 310018, China;
4. Intelligent Management Institute of China, Zhejiang Gongshang University, Hangzhou 310018, China

Received:2025-01-06 Published:2026-02-09

摘要/Abstract

摘要： 赞助视频已成为企业宣传产品或品牌的重要方式。然而,由于人们经常对商业信息表现出厌恶感,赞助视频并非总是有效。因此,如何科学地制作赞助视频就成为视频影响者和企业面临的决策难题之一。通过三项研究,本文系统分析了用户导向视频定制对赞助视频数字参与的具体影响及其机理。结果发现:用户导向视频定制促使消费者对赞助视频产生更高的数字参与度;用户的心理抗拒和情感依恋在用户导向视频定制和赞助视频数字参与的关系中起中介作用;感知影响者努力在上述机制中起调节作用。而且,随着感知影响者努力水平的提高,用户导向视频定制对心理抗拒的削弱作用以及对情感依恋的促进作用均得到显著增强,从而进一步提高了用户对赞助视频的数字参与度。本研究不仅丰富了视频定制在赞助视频效果领域的相关研究,而且也为企业如何选择视频影响者进行合作以及视频影响者如何定制赞助视频提供了实践指导。

关键词: 用户导向视频定制, 心理抗拒, 情感依恋, 数字参与, 感知影响者努力

Abstract: Sponsored video has become an important way for enterprises to promote products or brands. However, because people often show disgust for commercial information, sponsored videos are not always effective. Therefore, how to make sponsored videos scientifically has become one of the decision-making problems faced by video influencers and enterprises. Through three studies, this paper systematically analyzes the specific impact of user-oriented video customization on digital engagement in sponsored video and its influencing mechanism. The results show that: user-oriented video customization promotes consumers' higher digital engagement in sponsored videos; users' psychological resistance and emotional attachment play an intermediary role in the relationship between user-oriented video customization and digital engagement in sponsored video; and perceived influencer effort to play a moderating role in the above mechanism. Moreover, with the improvement of the effort level of perceived influencers, the weakening effect of user-oriented video customization on psychological resistance and the promotion effect on emotional attachment have been significantly enhanced, thus improving the users' digital engagement in sponsored videos. This study not only enriches the research on video customization in the field of sponsored video effects, but also provides practical guidance for enterprises on how to choose video influencers to cooperate with and how video influencers can customize sponsored videos.

Key words: User-oriented Video Customization, Psychological Resistance, Emotional Attachment, Digital Engagement, Perceived Influencer Effort

中图分类号:

F247
F273.2

肖海舰, 王永贵. 化被动为主动:用户导向视频定制对赞助视频数字参与的双路径机制研究[J]. 财经论丛, 2026, 42(2): 17-28.

XIAO Haijian, WANG Yonggui. From Passive to Active: Research on the Dual-path Mechanism of User-oriented Video Customization to Digital Engagement in Sponsored Video[J]. Collected Essays on Finance and Economics, 2026, 42(2): 17-28.

参考文献

[1] DeJans S., Cauberghe V., Hudders L. How an Advertising Disclosure Alerts Young Adolescents to Sponsored Vlogs: The Moderating Role of a Peer-Based Advertising Literacy Intervention Through an Informational Vlog[J]. Journal of Advertising, 2018, 47(4): 309-325.
[2] Nikolinakou A., King K. Viral Video Ads: Emotional Triggers and Social Media Virality[J]. Psychology & Marketing, 2018, 35(10): 1-12.
[3] 王永贵, 郭笑笑. 数字视频营销的价值与效果评价[J]. 清华管理评论, 2022, (12): 41-47.
[4] Munaro A. C., Hübner Barcelos R., Francisco Maffezzolli E. C., et al. To Engage or Not Engage? The Features of Video Content on YouTube Affecting Digital Consumer Engagement[J]. Journal of Consumer Behaviour, 2021, 20(5): 1336-1352.
[5] Van Driel L., Dumitrica D. Selling Brands While Staying “Authentic”: The Professionalization of Instagram Influencers[J]. Convergence, 2021, 27(1): 66-84.
[6] Jiménez-Castillo D., Sánchez-Fernández R. The Role of Digital Influencers in Brand Recommendation: Examining Their Impact on Engagement, Expected Value and Purchase Intention[J]. International Journal of Information Management, 2019, 49(6): 366-376.
[7] Hu L., Min Q., Han S., et al. Understanding Followers' Stickiness to Digital Influencers: The Effect of Psychological Responses[J]. International Journal of Information Management, 2020, 54(5): 102169.
[8] Hung K., Tse D. K., Chan T. H. E. Commerce Influencers in China: Dual-Route Model on Likes, Shares, and Sales[J]. Journal of Advertising, 2022, 51(4): 486-501.
[9] Chen L., Yan Y., Smith A. N. What Drives Digital Engagement with Sponsored Videos? An Investigation of Video Influencers' Authenticity Management Strategies[J]. Journal of the Academy of Marketing Science, 2023, 51(1): 198-221.
[10] 王永贵, 肖海舰, 洪心如. 视频营销研究的整合框架与未来展望[J]. 西安交通大学学报(社会科学版), 2024, (5): 39-50.
[11] 王永贵, 洪傲然, 郭笑笑, 等. 顾客定制: 文献述评、整合研究框架与未来展望[J]. 系统工程理论与实践, 2023, (6): 1686-1708.
[12] Thomson Matthew, Deborah J. Maclnnis, C. Whan Park. The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands [J]. Journal of Consumer Psychology, 2005, 15(1): 77-91.
[13] 王永贵, 孟璐瑶. 不同定制模式对消费者购买意愿的影响机理研究——基于心理所有权理论的实验研究[J]. 现代财经(天津财经大学学报), 2024, (1): 73-86.
[14] Ham C. D. Exploring How Consumers Cope with Online Behavioral Advertising[J]. International Journal of Advertising, 2017, 36(4) : 632-658.
[15] Olsen Douglas G., John W. Pracejus. Customized Advertising: Allowing Consumers to Directly Tailor Messages Leads to Better Outcomes for the Brand[J]. Journal of Business Research, 2020, 116(8): 245-257.
[16] Cropanzano Russell, Marie S. Mitchell. Social Exchange Theory: An Interdisciplinary Review[J]. Journal of Management, 2005, 31(6): 874-900.
[17] Meshi D., Tamir D. I., Heekeren H. The Emerging Neuroscience of Social Media[J]. Trends in Cognitive Sciences, 2015, 19(12): 771-782.
[18] Falk Emily, Christin Scholz. Persuasion, Influence, and Value: Perspectives from Communication and Social Neuroscience[J]. Annual Review of Psychology, 2018, 69(1): 329-356.
[19] Pancer E., Chandler V., Poole M., et al. How Readability Shapes Social Media Engagement[J]. Journal of Consumer Psychology, 2019, 29(2): 262-270.
[20] Edwards S. M., Li H., Lee J. H. Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads[J]. Journal of Advertising, 2002, 31(3): 83-95.
[21] 王艳萍, 程岩. 参考组与时间压力影响下在线消费者对主动式推荐的心理抗拒及接受意愿分析[J]. 管理评论, 2013, (2): 70-78.
[22] Clee Mona A., Robert A. Wicklund. Consumer Behavior and Psychological Reactance[J]. Journal of Consumer Research, 1980, 6(4): 389-405.
[23] Simonson Itamar. Determinants of Customers' Responses to Customized Offers: Conceptual Framework and Research Propositions[J]. Journal of Marketing, 2005, 69(1): 32-45.
[24] 毕达宇, 张苗苗, 曹安冉. 基于情感依恋的用户高质量在线评论信息生成模式[J]. 情报科学, 2020, (2): 47-51, 124.
[25] Park C. W., Whan Deborah J. MacInnis, Joseph Priester. Beyond Attitudes: Attachment and Consumer Behavior[J]. Seoul Journal of Business, 2006, 12(2): 3-35.
[26] Schouten John W., James H. McAlexander, Harold F. Koenig. Transcendent Customer Experience and Brand Community[J]. Journal of the Academy of Marketing Science, 2007, 35(3): 357-368.
[27] Dolan R., Conduit J., Fahy J., et al. Social Media Engagement Behaviour: A Uses and Gratifications Perspective[J]. Journal of Strategic Marketing, 2016, 24(3-4): 261-277.
[28] 沈鹏熠, 李金雄, 万德敏. “以情动人”还是“以理服人”？人工智能聊天机器人角色对顾客情感依恋的影响研究[J]. 南开管理评论, 2025, (3): 27-39.
[29] Godey B., Manthiou A., Pederzoli D., et al. Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior[J]. Journal of Business Research, 2016, 69(12): 5833-5841.
[30] Kruger J., Wirtz D., Van Boven L., et al. The Effort Heuristic[J]. Journal of Experimental Social Psychology, 2004, 40(1): 91-98.
[31] Bechwati N. N., Lan Xia. Do Computers Sweat? The Impact of Perceived Effort of Online Decision Aids on Consumers' Satisfaction with the Decision Process[J]. Journal of Consumer Psychology, 2003, 13(1-2): 139-148.
[32] Althuizen N. Revisiting Berlyne's Inverted U-Shape Relationship between Complexity and Liking: The Role of Effort, Arousal, and Status in the Appreciation of Product Design Aesthetics[J]. Psychology & Marketing, 2021, 38(3): 481-503.
[33] Liao L. F. Knowledge-sharing in R&D Departments: A Social Power and Social Exchange Theory Perspective[J]. International Journal of Human Resource Management, 2008, 19(10): 1881-1895.
[34] Maslyn J. M., Uhl-Bien M. Leader-Member Exchange and Its Dimensions: Effects of Self-Effort and Other's Effort on Relationship Quality[J]. Journal of Applied Psychology, 2001, 86(4): 697.
[35] Malär L., Krohmer H., Hoyer W. D., et al. Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self[J]. Journal of Marketing, 2011, 75(4): 35-52.
[36] Pancer E., Philp M., Poole M., et al. Content Hungry: How the Nutrition of Food Media Influences Social Media Engagement[J]. Journal of Consumer Psychology, 2022, 32(2): 336-349.
[37] Campbell M. C., Keller K. L. Brand Familiarity and Advertising Repetition Effects[J]. Journal of Consumer Research, 2003, 30(2): 292-304.
[38] Fuchs C., Schreier M., Van Osselaer S. M. J. The Handmade Effect: What's Love Got to Do with It?[J]. Journal of Marketing, 2015, 79(2): 98-110.