辽宁省老字号品牌的植入式广告显著度和内容契合度对消费者购买意愿的影响

The Impact of the Saliency and Content Fit of Implantable Advertisements for Time Honored Brands in Liaoning Province on Consumer Purchase Intention

为揭示辽宁省老字号品牌的植入式广告显著度和内容契合度对消费者购买意愿之间的作用机制，基于S-O-R理论构建了三者关系模型并对其加以实证检验。研究表明: 植入式广告显著度和内容契合度均对消费者的购买意愿产生显著的正向影响作用，并且感知价值在植入式广告显著度；内容契合度和消费者的购买意愿之间起显著的中介作用。揭示了辽宁省老字号品牌的植入式广告显著度和内容契合度对消费者购买意愿影响的复杂作用机理，为提升老字号品牌的宣传效果提供理论支撑。

To reveal the mechanism of the effect of the saliency and content fit of implantable advertising of time-honored brands in Liaoning Province on consumer purchase intention, a three relationship model was constructed based on the S-O-R theory and empirically tested. Research has shown that both the saliency and content fit of implantable advertising have a significant positive impact on consumer purchase intention, and perceived value plays a significant role in the saliency of implantable advertising; There is a significant mediating effect between content fit and consumer purchase intention. This study reveals the complex mechanism of the impact of the saliency and content fit of implantable advertising on consumer purchase intention of time-honored brands in Liaoning Province, providing theoretical support for improving the promotional effect of time-honored brands.