The Effects of Context Congruence On Ad Persuasiveness in e-Magazines
通过三项实验研究，探讨电子杂志中广告与情境一致如何影响广告说服力，并分析消费者动机（长期特质或即时情境）和参与感的中介作用，帮助广告主优化投放效果。
Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion. This issue is explored through three between-subjects experimental studies: in Study 1, the causal role of advertisement-context congruence on advertisement persuasion and the conditional role of consumer motive as a chronic characteristic; in Study 2, consumer motive as a situational aspect and the mediating role of felt involvement; and in Study 3, generalizability, using a diverse sample. The insights generated enrich the understanding of the various conditions and mechanisms that create advertisement persuasion in e-magazines to create better advertisement effectiveness.