ABSTRACT The key characteristic of native advertising is that it simulates the format of the editorial content. The current study examines how format similarity—the extent to which the format of an advertisement is similar to the format of the editorial content—affects consumers9 responses to the advertisement and whether the effects differ by format novelty, the extent to which the format of the editorial content is novel or familiar to consumers. Results showed that format similarity increased perceived deceptiveness, and format novelty reduced advertising recognition and perceived irritation while inducing greater click intentions. Additionally, there was a significant interaction effect between format similarity and format novelty such that the negative impact of format similarity on perceived irritation was found when format novelty was low but not when format novelty was high. Theoretical and practical implications are discussed.

中文翻译：

---

消费者对本地广告格式特征的反应

摘要本地广告的主要特征是它模拟编辑内容的格式。当前的研究探讨了格式相似性（广告格式与社论内容格式之间的相似程度）如何影响消费者对广告的反应9，以及效果是否因格式新颖性而不同，程度如何不同。编辑内容对消费者而言是新颖的或熟悉的。结果表明，格式相似性增加了感知的欺骗性，格式新颖性降低了广告的认知度和感知的刺激性，同时引发了更多的点击意图。另外，在格式相似性和格式新颖性之间存在显着的交互作用，因此，当格式新颖性较低时，发现格式相似性对感觉到的刺激有负面影响，而当格式新颖性较高时，则没有。讨论了理论和实践意义。