微信头像特征对广告态度影响的组态分析
宋思根1 吴芷萌2
（1.上海应用技术大学经济与管理学院上海 201418；2.南京港（集团）有限公司职员，210000）
【摘要】微信用户填写的个人资料真伪难辨，无法作为个人特征的识别依据，导致微信朋友圈广告的精准投放缺乏可靠依据。现有研究显示用户对微信头像的选择是审慎的，其自我呈现属性反应了用户人格特质，间接反应了广告态度。为避免头像特征—人格特质—广告态度因果链的信息局限，广告主需分析微信头像特征对广告态度影响的路径组态，为直接运用微信头像特征实现广告精准投放提供依据。
【关键词】微信；头像特征；广告态度
【中图分类号】G209；TP31
【文献标识码】A
引 用：宋思根，吴芷萌.微信头像特征对广告态度影响的组态分析[J]. 现代广告（学刊），2021，23(20)：4-11.
Influence of Characteristics Configurations of WeChat Users’ Profile Picture on Advertising Attitude
Song Sigen1 Wu Zhimeng2
（1. School of Economics and Management, Shanghai Institute of Technology 201418；2. Nanjing Port (Group) Co., Ltd, Nanjing, 210000）
Abstract：It is difficult to distinguish the authenticity of personal data filled in by WeChat users, which can not be used to identify personal characteristics, resulting in the lack of reliable information for the precise advertising delivery in WeChat Moments. The literatures showed that WeChat profile picture is selected cautiously, and it’s a kind of self-presentation of user's personality traits, and indirectly reflects the advertising attitude. In order to avoid the information loss in the causal chain of profile picture characteristics to personality traits to advertising attitude, advertisers need to find out the path configurations of the influence of WeChat profile picture characteristics on advertising attitude, so as to provide the basis for directly using WeChat profile picture characteristics to deliver accurately advertising in the Moments of WeChat.
Keywords：WeChat, Profile picture, Advertising attitude
Citation：Song,S., and Wu, Z. Influence of Characteristics Configurations of WeChat Users’ Profile Picture on Advertising Attitude, Modern Advertising（Journal），2021，Vol.23, No.20, pp.4-11.