原生广告作为品牌在数字化时代营销传播沟通方式的新宠，在各大新媒体平台中应用广泛，带动了原生广告的深入探讨及研究。然而，已有的针对原生广告的研究存在概念不统一、研究体系分散、广告效果结论不一致等问题，阻碍了原生广告研究的进一步发展。本文结合文献研究法，基于传播过程的“5W模式”,厘清了原生广告的概念及类型，归纳分析了既有研究中原生广告效果的影响因素，并勾勒出既有的研究轮廓，提出了未来的研究方向，以期为该领域今后的理论研究和管理实践奠定基础和提供思路。

Native advertising, as the new darling of brand marketing communication in the digital age, is widely used in major new media platforms, driving in-depth discussion and research on native advertising. However, the existing research on native advertising has problems such as inconsistent concepts, scattered research systems, and inconsistent conclusions on advertising effectiveness, which hinder the further development of native advertising research. Combined with the literature research methods, and based on the “5W model” of the communication process, this paper clarifies the concept and types of native advertising, summarizes and analyzes the influencing factors of native advertising effectiveness in existing research, outlines the existing research outline, and discusses future research directions, in order to provide a foundation and ideas for future theoretical research and corporate practice in this field.