创新程度、时间距离和调节聚焦对智能可穿戴设备广告效果的影响研究

李京律; 杨抒奕

doi:10.14036/j.cnki.cn11-4513.2025.04.003

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首都体育学院学报 ›› 2025, Vol. 37 ›› Issue (4) : 375-387. DOI: 10.14036/j.cnki.cn11-4513.2025.04.003

体育治理与体育产业

创新程度、时间距离和调节聚焦对智能可穿戴设备广告效果的影响研究

李京律 ¹^,²^,³ ,
杨抒奕 ³^,⁴

作者信息 +

A Study on the Effects of Innovation Degree, Temporal Distance, and Regulatory Focus on the Advertising Effectiveness of Wearable Devices

LI Jinglyu ¹^,²^,³ ,
YANG Shuyi ³^,⁴

Author information +

文章历史 +

摘要

目的：探究创新程度（突破式创新与渐进式创新）、上市时间距离（较近时间距离与较远时间距离）与调节聚焦类型（促进聚焦与防御聚焦）对智能可穿戴设备广告效果（广告态度、产品态度、购买意向）的影响。方法：采用2×2×2三因素组间实验设计。通过3次预实验（n=150）筛选实验刺激物。主实验通过在线问卷平台向中国一线城市居民发放问卷，筛选后得到有效问卷240份（8个实验条件各30份）。使用多元协方差分析控制“智能可穿戴设备熟悉程度”，检验各变量的主效应与交互效应，得出如下结果。1）多元协方差分析结果显示，创新程度与调节聚焦、时间距离与调节聚焦交互效应显著。2）简单主效应分析结果表明：对于突破式创新性智能可穿戴设备，促进聚焦类型广告的效果显著于防御聚焦类型广告的效果；对于渐进式创新性智能可穿戴设备，不同类型调节聚焦广告的广告效果无显著差异；对于促进聚焦类型广告，较远时间距离上市产品的广告效果更显著，但是未达到统计学意义上的显著；对于防御聚焦类型广告，时间距离的影响不显著；未发现创新程度、时间距离与调节聚焦在智能可穿戴设备广告效果上存在显著的三元交互作用。结论：1）智能可穿戴设备的创新程度是调节广告信息有效性的关键，即推广突破式创新性智能可穿戴设备时，宜制作促进聚焦类型广告；2）时间距离与调节聚焦存在匹配效应，但该效应较为复杂，较远时间距离上市的智能可穿戴设备的促进聚焦类型广告的潜在优势值得关注。

Abstract

Objective: To investigate the interactive effects of product innovation degree (radical vs. incremental), advertising temporal distance (near vs. far), and regulatory focus (promotion vs. prevention) on the effectiveness of device advertisements (advertisement attitude, product attitude, purchase intention) of smart wearable devices. Method: A 2×2×2 three-factor between-subjects experimental design was employed. Experimental stimuli were selected through three pre-experiments (n=150). In the main experiment, questionnaires were distributed to residents of first-tier cities in China via an online survey platform. After screening, 240 valid questionnaires were obtained (n=30 for each of the 8 conditions). Multivariate analysis of covariance (MANCOVA) was conducted, controlling for “familiarity with wearable devices”, to test the main and interaction effects of the variables. There are some results:(1) MANCOVA analysis revealed significant interaction effects between innovation degree and regulatory focus, and between temporal distance and regulatory focus. (2)Simple main effects analysis (Bonferronicorrection indicated that: for radical innovation smart wearable devices, promotion-focused advertising yielded significantly better effectiveness than prevention-focused advertising; for incremental inno vative wearable devices, there was no significant difference in advertising effectiveness between the two focus types; for promotion-focused advertising, the advertising effectiveness of products with a far temporal distance launch tended to have higher advertising effectiveness, though the difference was not statistically significant; for prevention-focused advertising, the effect of temporal distance was not significant. and no significant three-way interaction effect among innovation degree, temporal distance, and regulatory focus on the advertising effectiveness of wearable devices was found. Conclusions: (1) The innovation degree of wearable devices is a key factor moderating the effectiveness of advertising message.That is to say, when promoting smart wearable devices with breakthrough innovation，it is advisable to create advertisements that promote a focused type. (2) A matching effect exists between temporal distance and regulatory focus, but it is retatively complex.The potential advantages of promotion focus in advertisements featuring for smart wearable devices with a far temporal distance launch deserve further attention.

导出引用

李京律 , 杨抒奕. 创新程度、时间距离和调节聚焦对智能可穿戴设备广告效果的影响研究[J]. 首都体育学院学报. 2025, 37(4): 375-387 https://doi.org/10.14036/j.cnki.cn11-4513.2025.04.003

LI Jinglyu , YANG Shuyi. A Study on the Effects of Innovation Degree, Temporal Distance, and Regulatory Focus on the Advertising Effectiveness of Wearable Devices[J]. Journal of Capital University of Physical Education and Sports. 2025, 37(4): 375-387 https://doi.org/10.14036/j.cnki.cn11-4513.2025.04.003

中图分类号： G80-052 学科代码：040301

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This study identifies how the interaction between temporal distance, regulatory focus, and framing of health outcomes affects individuals' intention to adopt a personalized nutrition service.A 2 (temporal distance: immediate health outcomes vs. delayed health outcomes) × 2 (regulatory focus: prevention vs. promotion) × 2 (health outcome framing: illness prevention vs. health promotion) full-factorial between-subjects design.In two experiments with samples of 236 and 242 students, regulatory focus was manipulated by asking participants to describe which academic outcomes they want to either achieve or prevent and how they aim to do this. Temporal distance and health outcome framing were manipulated by modifying descriptions of personalized nutrition services. To study the process through which temporal distance, regulatory focus, and health outcome framing affect adoption intention, measures of perceived privacy risk and perceived personalization benefit were included as mediators.The interaction between temporal distance and regulatory focus had a significant effect on adoption intention, perceived privacy risk, and perceived personalization benefit. For prevention-focused individuals' adoption intention was higher, perceived personalization benefit was higher, and perceived privacy risk was lower when health outcomes were immediate instead of delayed. These effects were not significant for promotion-focused individuals. Health outcome framing affected the interaction between temporal distance and regulatory focus, but only in Study 1. Only perceived personalization benefit served as a mediator.Tailoring temporal distance to individuals' regulatory focus increases adoption intention for personalized nutrition advice. Statement of contribution What is already known on this subject? Intention to adopt dietary recommendations results from a cognitive decision-making process. Regulatory focus and temporal distance are relevant for the adoption of dietary recommendations. Temporal distance and regulatory focus are interrelated. What does this study add? The interaction between temporal distance and regulatory focus affects adoption intention. Interaction between temporal distance and regulatory focus moderates the cognitive process that drives adoption.© 2017 The British Psychological Society.

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