| 摘 要 | 在互联网时代，迷因（meme）已从当今的网络文化中发展为"网络迷因"，逐渐形成具有独特风格的语言表达方式。本文基于肯德基的"疯四文学 梗"进行了实证研究设计，探究网络迷因和用户与品牌之间的影响关系。研究发现，迷因的"相关性"、"娱乐性"、"传播互动性"可以显著正向影响网络用户 对于品牌的购买意愿，同时个人认同和社会认同在迷因的特性与用户的购买意愿之间起中介影响作用。网络迷因可以在用户之间形成有效传播，帮助品牌在 网络中不断积累"声量"，随着用户在参与网络迷因传播时，会通过个人认同和社会认同的因素增强对品牌的购买意愿，从而不断转化为品牌的"销量"。 | 关 键 词 | 网络迷因 品牌传播 个人认同 社会认同 购买意愿 01 研究背景 随着品牌年轻化、数字化、个性化的发展，营销人员当前需要一种符合市场价值规律、契合青年群体特点的新型网络营销方式，帮助他们直接触达消费群 体。网络迷因是一组具有共同特征的数字内容，可由动画、GIF、标签、图像、文本或视频等形式构成，被认为是当前新媒体语境下的一种传播现象 （Milner, 2016）。与传统广告相比，网络迷因可使网络用户在特定的语境下更好理解其内容，通 ...

Core Insights - Understanding human psychology is essential for creating high-conversion landing pages, rather than solely focusing on design elements [1][40] Group 1: Importance of Landing Pages - A landing page is a focused webpage designed to convert visitors into potential or actual customers by removing distractions and emphasizing a clear call to action (CTA) [2] - Effective landing pages are rooted in psychological principles that evoke trust, desire, and action [2] Group 2: Psychological Shortcuts for Conversion - The first impression is crucial; a clean layout and strong visual hierarchy can leverage the halo effect to convey trust and quality instantly [4][5] - Cognitive fluency suggests that clear and simple messaging is more likely to engage visitors, while complex wording can lead to confusion and drop-off [9][10] - Social proof, or the bandwagon effect, influences decision-making; showcasing customer testimonials and user numbers can enhance trust and encourage conversions [15][16] - Scarcity and urgency can trigger fear of missing out (FOMO), motivating immediate action by highlighting limited availability or time-sensitive offers [19][21] - Visual cues and well-designed CTAs are critical; they guide users' attention and reduce hesitation, making it easier for them to take action [24][26] Group 3: Building Trust - Trust signals are vital for reducing perceived risk; elements like customer reviews, security badges, and transparent pricing can enhance credibility [30][31] - Addressing potential objections proactively through FAQs or reassurance statements can alleviate concerns and build confidence in the offering [38][39]