摘要：移动互联时代广告场景的动态化使得消费者所处的空间特征会影响移动媒体上信息流广告的传播效果。本研究以“社会拥挤”这一中国消费者普遍经历的空间特征为对象，基于调节定向理论，通过仿真实验探究社会拥挤与广告信息框架的匹配效应。研究发现，在社会拥挤环境下采用损失信息框架的广告能够获得更高的点击率与更好的广告记忆效果；而在非拥挤环境下，采用收益信息框架的广告能够获得更高的点击率与更好的广告记忆效果；同时，社会拥挤与广告信息框架对广告记忆效果的匹配效应由信息加工流畅性所中介。本文丰富了信息流广告和社会拥挤的理论，相关结论对改善移动互联背景下的信息流广告效果具有指导意义。

Abstract: The dynamics of advertising scenarios in the mobile Internet era make the spatial characteristics of consumers affect the communication effectiveness of feed advertising on mobile media. Based on the regulatory focus theory, this study selects "social crowding", a spatial feature commonly experienced by Chinese consumers as the research object, aims to explores the matching effect between social crowding and the message frame through a simulation experiment. The study found that advertisements using loss-framed can get higher click-through rates and better advertising memory in a crowded environment; while in an uncrowded environment, advertisements using gain-framed can get higher click-through rates and better advertising memory. Meanwhile, the matching effect ofsocial crowding and message framing on advertisement recall is mediated by information processing fluency. This paper enriches the theories of feed advertising and social crowding,and the relevant conclusions have guiding significance for improving the effectiveness of feed advertising in the context of mobile Internet.