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认知闭合需要视角下短视频营销效果差异研究. (2025). 环球经济与管理杂志, 2(5), 1-10. https://doi.org/10.62836/jem.v2n5.0810
认知闭合需要视角下短视频营销效果差异研究
凌晨#，刘欣茹#，杨宇珂#
河北环境工程学院经济与管理系，河北秦皇岛
摘要：本研究以抖音平台用户为研究对象，基于认知闭合需要（Need for Cognitive Closure, NFC）理论，探讨不同NFC水平用户在短视频营销中的行为差异及其对营销效果的影响，研究采用实验设计，对比高、低NFC群体在观看必需品与非必需品短视频后的即时购买转化率、品牌认知度、信息记忆留存及产品信任度差异，同时，分析动态字幕与评论区互动等营销形式对不同NFC群体的影响机制。本研究构建了“ 认知闭合需要 - 产品类型 - 营销形式”理论模型，旨在为短视频营销提供精准化策略建议，推动短视频营销从“流量导向”向“认知适配导向”转变。
参考文献
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[2] Reis D S C I M ,Pilati R ,Modesto G J .Does Uncertainty Impact Cooperation? The Effect of Need for Closure, Group Identity, and the Moral Foundations[J]. Trends in Psychology,2025, (prepublish): 1-18.
[3] 唐晓莉. 认知特质视角下在线评论影响消费者购买决策的机制研究[D]. 燕山大学, 2020. DOI:10.27440/d.cnki. gysdu.2020.001520.
[4] 李怡然. 建议质量与认知闭合需要影响下的建议采纳：基于股市新手的研究[D]. 闽南师范大学,2023. DOI:10.27726/d.cnki.gzzsf.2023.000046.
[5] 李娇娇, 袁海龙. 大学生认知闭合需要对职业决策困难的影响：职业决策自我效能感的中介作用[J]. 潍坊工程职业学院学报, 2022, 35(02): 61-66.
[6] Chen J I ,Lee Y ,Paulraj A .Does a purchasing manager’s need for cognitive closure (NFCC) affect decision-making uncertainty and supply chain performance?[J]. International Journal of Production Research, 2014, 52(23): 6878-6898.
[7] Antonio P ,Lavinia C ,Marino B , et al.LEADER GROUP PROTOTYPICALITY AND RESISTANCE TO ORGANIZATIONAL CHANGE: THE MODERATING ROLE OF NEED FOR CLOSURE AND TEAM IDENTIFICATION[J]. TPM-TESTING PSYCHOMETRICS METHODOLOGY IN APPLIED PSYCHOLOGY, 2007, 14(1): 27-40.
[8] 赵钰帆. 短视频植入广告匹配度对用户品牌态度的影响机制研究[D]. 太原理工大学, 2023. DOI:10.27352/d.cnki. gylgu.2023.001498.
[9] Pierro A ,Giacomantonio M ,Kruglanski W A , et al.Follower need for cognitive closure as moderator of the effectiveness of leader procedural fairness[J]. European Journal of Work and Organizational Psychology, 2014, 23(4): 582-595.
[10] 阿美娜. 大学生认知闭合需要重要性对认知努力投入的影响[D]. 内蒙古师范大学, 2024. DOI:10.27230/d.cnki. gnmsu.2024.001274.
[11] Pierro A ,Cicero L ,Bonaiuto M , et al.Leader group prototypicality and leadership effectiveness: The moderating role of need for cognitive closure[J]. The Leadership Quarterly, 2005, 16(4): 503-516.
[12] 林冠忠.认知闭合需要对建议采纳的影响路径研究[D].广东工业大学,2020. DOI:10.27029/d.cnki.ggdgu.2020.001562.
[13] Ambra B ,Lucia M ,W A K .The closing of open minds: Need for closure moderates the impact of uncertainty salience on outgroup discrimination.[J]. The British journal of social psychology, 2016, 55(2): 244-62.
[14] Sindhuja S ,Małgorzata K ,Ulrich H V .When do they push the right buttons? Need for closure and the role of perceived control in situations of uncertainty[J]. Personality and Individual Differences, 2023, 213.
[15] 郑敏. 电商直播情境下主播互动性对消费者购买意愿的影响研究[D]. 华中农业大学, 2023. DOI:10.27158/d.cnki. ghznu.2023.000739.
[16] 吴娜, 宁昌会, 龚潇潇. 直播营销中沟通风格相似性对购买意愿的作用机制研究[J]. 外国经济与管理, 2020, 42(08): 81-95. DOI:10.16538/j.cnki.fem.20200511.301.
[17] Disatnik D ,Steinhart Y .Need for Cognitive Closure, Risk Aversion, Uncertainty Changes, and Their Effects on Investment Decisions[J]. Journal of Marketing Research, 2015, 52(3): 349-359.
[18] Xuan Q (Mark) H S L .Need for cognitive closure and mobile personalization: a cluster analysis[J]. International Journal of Retail & Distribution Management, 2023, 51(8): 991-1009.
[19] Berenbaum H ,Bredemeier K ,Thompson J R .Intolerance of uncertainty: Exploring its dimensionality and associations with need for cognitive closure, psychopathology, and personality[J]. Journal of Anxiety Disorders, 2007, 22(1): 117-125.
[20] 彭霞.农村消费者农资商品网络购买意愿影响因素的实证研究[D]. 西南财经大学, 2022. DOI:10.27412/d.cnki. gxncu.2022.003098.