剧情式视频广告中品牌—情节信息对受众传播意愿的影响

发布时间：2018-02-04 10:12

本文关键词： 剧情式视频广告品牌情节传播意愿　出处：《营销科学学报》2016年02期 　论文类型：期刊论文

【摘要】：运用有限注意力模型和锚定调整理论,并通过两个2×2实验,分析了不同品牌一情节信息契合度下,剧情式视频广告中情节饱满度、品牌信息呈现顺序对受众传播意愿的影响。研究表明:(1)高契合度情况下,情节饱满度高或品牌信息前置时,受众的正面情绪唤起和品牌认同相对较强;(2)低契合度情况下,情节饱满度低或品牌信息后置时,受众的正面情绪唤起和品牌认同相对较强;(3)正面情绪唤起对受众品牌认同和传播意愿有显著正向影响,品牌认同对受众传播意愿有显著正向影响。
[Abstract]:Based on the finite attention model and anchoring adjustment theory, and through two 2 脳 2 experiments, this paper analyzes the degree of plot fullness in the scenario video advertisement under the fit degree of different brand and plot information. The influence of the brand information presentation order on the audience's communication willingness. The research shows that the audience's positive emotional arousal and brand identity are relatively strong when the plot is full or the brand information is in front of the audience under the condition of high fit degree. (2) under the condition of low fit degree, when the plot is low or the brand information is postposition, the positive emotion arousing and the brand identity of the audience are relatively strong; 3) positive emotional arousal has a significant positive impact on the brand identity and communication willingness of the audience, and brand identity has a significant positive impact on the audience's communication willingness.
【作者单位】：浙江工商大学工商管理学院市场营销系;
【分类号】：F713.8
【正文快照】： 0弓I言随着互联网的普及和移动互联时代的来临,剧情式视频广告作为品牌传播的有效载体,越来越受到企业的重视,并已得到广泛使用。与文字、图片、声音等其他类型的信息传播媒介相比,视频更易引人人胜。它能同时从听觉、视觉等多个方位感染受众,带给受众更丰富的感官和情感体

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