A STUDY ON THE IMPACT OF NEW MEDIA ADVERTISING FOR ALCOHOLIC BEVERAGES ON THE PURCHASE INTENTIONS OF TARGET AUDIENCES: A CASE STUDY OF SOUTHWEST WINE

บทคัดย่อ

The objectives of this study are: 1) to examine the current conditions and problems associated with new media advertising for Southwest Wine; 2) to investigate the effects of content creativity, cultural presentation, interactive format, and delivery adaptability on audience cognitive identification and emotional resonance; 3) to analyze the effects of cognitive identification and emotional resonance on audience behavioral intention; and 4) to examine the mediating role of audience psychological perception in the relationship between advertising element perception and behavioral intention. This research adopts a quantitative research design based on the Stimulus–Organism–Response (S–O–R) framework. The population consists of Chinese adults who had been exposed to Southwest Wine advertising on new media platforms within the previous six months, and the sample comprises 695 participants selected through purposive and convenience sampling. Data were collected using a structured questionnaire and analyzed through descriptive statistics, reliability and validity assessments, confirmatory factor analysis, multiple regression analysis, and Bootstrap mediation testing using SPSS and AMOS.

The research results show that: 1) Southwest Wine’s new media advertising faces several challenges, including relatively low advertising exposure, limited interactive formats, insufficient integration of cultural elements, and weak conversion into purchase intention; 2) content creativity, cultural presentation, interactive format, and delivery adaptability have significant positive effects on cognitive identification and emotional resonance (p < 0.001), with delivery adaptability exerting the strongest effect on cognitive identification (β = 0.297) and cultural presentation exerting the strongest effect on emotional resonance (β = 0.347); 3) cognitive identification (β = 0.263, p < 0.001) and emotional resonance (β = 0.537, p < 0.001) have significant positive effects on behavioral intention, with emotional resonance demonstrating the stronger influence; and 4) audience psychological perception partially mediates the relationship between advertising element perception and behavioral intention, with a total indirect effect of 0.402 and a 95% confidence interval of [0.331, 0.470], accounting for 58.4% of the total effect. The study concludes that the effectiveness of Southwest Wine’s new media advertising depends primarily on its ability to generate cognitive identification and emotional resonance, particularly through culturally meaningful content and platform-appropriate communication. The recommended strategies include developing culturally differentiated and creative content, expanding interactive advertising formats, improving platform-specific precision targeting, providing clearer purchase guidance, and strengthening responsible advertising practices.