Previous studies have mainly demonstrated negative consequences for content labeled as sponsored. Despite this, recent industry findings indicate a growing trend for sponsored content on social media. In addition, an increasing number of users suggest that such paid content would increase their likelihood of purchasing items from social media. Nonetheless, little attention has been paid to what drives consumers’ purchase intention and engagement with sponsored content with a clear disclaimer such as “Paid Partnership.” Therefore, the present research seeks to provide insights into what drives consumer engagement and purchase intention with sponsored content and when and why such effects are observed. Conducted with an online survey, the results showed that individuals with high materialism showed greater purchase intent and higher engagement with sponsored content through hedonic enjoyment. The results also showed that the mediating role of hedonic engagement for the positive effect of materialism on purchase intent was only significant under high influencer trust. Furthermore, the mediating role of hedonic enjoyment was amplified when the need to belong was high.

以前的研究主要证明了标记为赞助的内容的负面影响。尽管如此，最近的行业调查结果表明，社交媒体上的赞助内容呈增长趋势。此外，越来越多的用户表示，此类付费内容会增加他们从社交媒体购买商品的可能性。尽管如此，很少有人关注推动消费者购买意愿和参与赞助内容的因素，这些内容具有明确的免责声明，例如“付费合作伙伴关系”。因此，本研究旨在深入了解是什么推动了消费者对赞助内容的参与和购买意愿，以及何时以及为何观察到这种影响。通过在线调查进行，结果表明，具有高度物质主义的个人通过享乐享受表现出更大的购买意愿和对赞助内容的更高参与度。结果还表明，享乐参与对物质主义对购买意愿的积极影响的中介作用仅在高影响者信任下才显着。此外，当归属感很高时，享乐享受的中介作用被放大。