定制程度对个性化广告效果影响研究

发布时间：2018-03-07 01:22

本文选题：个性化广告　切入点：定制　出处：《安徽财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：消费者每天面对着大量纷繁复杂的广告信息,广告的打扰性仍是困扰广告主和消费者的问题之一。新媒体和新技术的发展使得个性化广告变得可能,也为个性化广告的发展提供了必要的条件。个性化广告成为广告主们争相使用的重要手段,也是精准营销发展的必然要求。定制被认为是个性化广告主要策略之一,被业界广泛应用于不同领域(Ansari and Mela,2003; Kalyanaraman and Sundar,2006)。然而,现有的关于个性化广告的大部分研究多集中在技术层面,尽管一些研究已经证实了定制的有效性,然而却少有研究探讨定制程度对个性化广告效果的影响(Brinol and Petty,2006; Li and Kalyanaraman,2009)。此外,虽然大部分学者认为定制的个性化广告产生积极的心理效应(Beniger,1987)；但是,目前仍然较少学者验证定制对个性化广告效果影响的相关研究。本文借鉴CAB (Cognition—Affection—Behavior)模型验证个性化广告的心理效果,通过定制的四个维度：卷入度、相关性、有利性想法和怀疑度,来衡量定制对个性化广告效果的影响程度。220位被试参与了正式试验,有效样本数为203例。结果表明：(1)在所有测量变量中,卷入度、相关性、有利性与个性化广告效果正相关,而怀疑度与广告效果负相关。卷入度、相关性虽然对消费者心理效果的情感过程中没有直接产生影响,但是直接作用于消费者购买行为；(2)定制的有利性对个性化广告效果影响显著。这一结论说明,个性化广告中包含的有利性消息比重越大,越有可能引起消费者的选择性注意,进而影响其购买行为.
[Abstract]:Consumers are facing a lot of complicated advertising information every day, and the disturbance of advertisements is still one of the problems for advertisers and consumers. The development of new media and new technology makes personalized advertising possible. It also provides necessary conditions for the development of personalized advertising. Personalized advertising has become an important means for advertisers to use, and is also an inevitable requirement for the development of precision marketing. Customization is considered to be one of the main strategies of personalized advertising. Ansari and Melaj 2003; Kalyanaraman and Sundaran 2006.However, most of the existing research on personalized advertising has focused on the technical level, although some studies have confirmed the effectiveness of customization. However, little research has been done to explore the effect of customization on the effect of personalized advertising; Brinol and Pettyn 2006; Li and Kalyanaramanet 2009. In addition, although most scholars believe that customized personalized advertising has a positive psychological effect in 1987, At present, few scholars verify the effect of customization on the effect of personalized advertising. This paper uses the CAB Cognition-Affection-Behavior model to verify the psychological effects of individualized advertising. Through the four dimensions of customization: involvement degree, relevance, beneficial thought and suspicion, this paper analyzes the psychological effects of personalized advertising. To measure the impact of customization on the effect of personalized advertising. 220 participants participated in a formal experiment, with 203 effective samples. The results showed that: 1) in all the variables measured, the degree of involvement, relevance, advantage were positively correlated with the effect of personalized advertising. However, the degree of suspicion is negatively correlated with the effect of advertising. Although the degree of involvement and relevance has no direct effect on the emotional process of the psychological effect of consumers, However, the advantages of customization that directly affect consumer purchasing behavior have a significant impact on the effect of personalized advertising. This conclusion shows that the greater the proportion of favorable messages contained in personalized advertising, the more likely it is to attract consumers' selective attention. And then affect its purchase behavior.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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