APP产品类型和广告诉求方式对消费者APP使用意向的影响研究：品牌知名度的调节作用

发布时间：2018-05-23 21:23

本文选题：广告诉求方式 + 产品类型　；参考：《南京大学》2015年硕士论文

【摘要】：移动互联网的快速发展带领消费者们走进了APP时代,使用APP成为了人们日常生活的一部分,因而越来越多的企业希望通过APP这种新形式来更加贴近消费者,以期获得更好的营销效果。如何才能从竞争激烈的APP市场中脱颖而出?笔者试图从广告诉求的角度切入,来探讨广告诉求方式和产品类型对APP使用意向的影响,同时笔者从现象出发认为知名度也是影响其作用的因素之一,并结合前人的研究与现实案例,提出了本文的模型和假设。本研究在微访谈的基础上,通过2个实验,一共对450名被试进行了理论模型的验证。通过实证研究与分析,本文得出以下两个结论：一是产品类型和广告诉求方式类型的交互作用对于APP使用意向的影响显著,即功能型APP使用理性的广告诉求会获得更高的APP使用意向,而体验型APP使用感性的广告诉求会获得更好的APP使用意向。二是知名度会在当中起到调节作用,对于知名度低的APP来说,无论是功能型还是体验型的产品都可以考虑以理性的广告诉求方式,对于知名度高的APP来说,体验型的APP产品采用感性诉求方式将具有更高的APP使用意向。研究结论具有较好的企业指导意义,指导企业首先需要重视对于广告诉求方式的理解,其次企业需要结合自身的实际情况,例如了解企业所推出的APP是偏重功能型还是体验型,目前企业的知名度状况等等,最后,相关APP企业需要用动态的眼光去看待产品类型、知名度与广告诉求方式的关系,在不同的阶段根据企业的实际情况和战略目标来制定相应的营销方式或广告类型。
[Abstract]:The rapid development of mobile Internet has led consumers into the era of APP, and the use of APP has become a part of people's daily life. Therefore, more and more enterprises hope to get closer to consumers through the new form of APP. In order to obtain better marketing results. How can we stand out from the competitive APP market? From the angle of advertising appeal, the author tries to probe into the influence of advertising appeal mode and product type on the intention to use APP. At the same time, the author thinks that popularity is also one of the factors that influence the use intention of APP. Combined with previous studies and practical cases, this paper puts forward the model and hypothesis. On the basis of microinterview, 450 subjects were tested by two experiments. Through empirical research and analysis, this paper draws the following two conclusions: first, the interaction between product type and advertising appeal type has a significant impact on the intention to use APP. That is, the rational advertising appeal of the functional APP will obtain higher APP intention, while the experiential APP will get the better APP intention using the perceptual advertising appeal. Second, popularity will play a moderating role in this process. For APP with low visibility, both functional and experiential products can be considered as rational advertising appeal, and for APP with high visibility, Experience-based APP products will have a higher intention to use APP by means of perceptual appeal. The conclusion of the study has a good guiding significance for enterprises. First of all, guiding enterprises need to pay attention to the understanding of advertising appeal mode. Secondly, enterprises need to combine with their own actual situation, for example, to understand whether the APP launched by enterprises is function-oriented or experience-oriented. Finally, related APP enterprises need to take a dynamic look at the relationship between product types, popularity and advertising demands. In different stages according to the actual situation and strategic objectives of the enterprise to formulate the corresponding marketing methods or advertising types.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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