奢侈品品牌传播中语意形式及群体规范对说服效果影响

发布时间：2019-04-03 20:54

【摘要】：本文以奢侈品品牌传播中的提示模式、释义模式和诉求模式作为自变量,以说服效果作为因变量,以文化程度作为个体层次调节变量,以群体规范作为群体层次调节变量,构建理论模型。接着通过问卷调查收集相关数据资料,使用多层线性模型对数据进行处理和假设检验,得出如下结论:(1)在奢侈品品牌传播中,单面提示、明示结论和感性诉求能产生较佳的说服效果;(2)文化程度和群体规范在信息单面性程度与说服效果间以及诉求的感性程度与说服效果间存在正负向调节;(3)文化程度在结论明示程度与说服效果间具有正向调节作用,但群体规范在其间的调节作用则不明显。
[Abstract]:This paper takes the model of hint, the mode of interpretation and the mode of demand as independent variables, the effect of persuasion as the dependent variable, the level of education as the adjustment variable of the individual level, and the group norm as the adjustment variable of the group level. Construct the theoretical model. Then the relevant data are collected through questionnaire survey, and the data are processed and hypothesized by using multi-layer linear model. The conclusions are as follows: (1) in luxury brand communication, one-sided hints are given. Explicit conclusion and perceptual appeal can produce better persuasion effect; (2) there is a positive and negative adjustment between the educational level and the group norm between the one-sided degree of information and the persuasion effect, as well as between the perceptual degree of appeal and the persuasion effect; (3) the degree of education has a positive regulating effect between the explicit degree of conclusion and the persuasion effect, but the regulating effect of group norm is not obvious.
【作者单位】：上海交通大学媒体与设计学院传播系;上海交通大学媒体与设计学院;上海交通大学安泰经济与管理学院;
【基金】：教育部“新世纪人才项目资助”(项目编号:NCET-11-0337) “985”工程三期项目子课题(项目编号:TS0220320005) “985”工程三期国际合作项目(项目编号:TS05020120001) 上海交通大学文理交叉项目课题(项目编号:13JCZ01)的阶段性成果~~
【分类号】：F273.2;G206

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