微信信息流广告特性对用户广告态度的影响研究

发布时间：2018-05-06 09:50

本文选题：微信信息流广告 + 广告态度　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：随着移动社交媒体的迅猛发展,微信作为移动用户使用量排名第一的平台,其发布信息流广告的重要性不容小觑,开始逐渐成为研究的热点和各家公司竞争的核心。但是想要严谨的探究用户是如何看待在微信朋友圈发布的信息流广告,则需要通过数据来进一步测量用户的广告态度。为了解决这个问题,本文对微信信息流广告特性和广告态度的关系进行研究。基于理论基础与现有文献,本文首先构建了微信信息流广告特性、广告态度与产品类型和广告类型的关系模型;然后,根据理论模型设计调查问卷,并收集了255份有效问卷;最后,本文借助统计软件SPSS18.0,运用分组回归分析法,对微信信息流广告特性对广告态度的影响关系以及产品类型和广告类型对上述关系的调节效应进行了实证分析。实证分析结果显示:(1)微信信息流广告特性可以显著影响用户对广告态度的评价,其中娱乐性、信息性和可信性会显著正向影响用户的广告态度,而干扰性则显著负向影响用户的广告态度。(2)产品类型对娱乐性、信息性和可信性和广告态度的关系具有调节作用,对干扰性和广告态度的关系没有调节作用。(3)广告类型对信息流广告特性和广告态度的关系均具有调节作用。根据实证研究结果,本文对企业提高用户的微信信息流广告态度提出以下建议:(1)利用微信互动性,提高用户注意力;(2)针对不同的产品类型,采用对应的差异化广告策略;(3)针对不同的广告目的,采用合理的广告类型;(4)将广告态度转化为持续性的品牌关注度。
[Abstract]:With the rapid development of mobile social media, WeChat, as the top platform for mobile users' usage, has become the focus of research and the core of competition among companies. But to rigorously explore how users view the message stream ads posted in WeChat's network of friends, they need to measure their advertising attitude further through data. In order to solve this problem, this paper studies the relationship between advertising characteristics and advertising attitude of WeChat message flow. Based on the theoretical basis and existing literature, this paper first constructs a model of the relationship between advertising characteristics, advertising attitude, product type and advertising type of WeChat information flow, and then designs a questionnaire according to the theoretical model, and collects 255 valid questionnaires. Finally, with the help of SPSS 18.0 and grouping regression analysis, this paper makes an empirical analysis on the influence of advertising characteristics of WeChat message flow on advertising attitude and the adjustment effect of product type and advertising type on the above relationship. The results of empirical analysis show that the advertising characteristics of WeChat message flow can significantly affect the evaluation of users' attitude towards advertising, in which entertainment, information and credibility will significantly positively affect the advertising attitude of users. However, interference is significantly negative to the advertising attitude of the user.) the type of product has a moderating effect on the relationship between entertainment, information and credibility, and advertising attitude. The relationship between interference and advertising attitude has no regulative effect. (3) Advertising type has a moderating effect on the relationship between information flow advertising characteristics and advertising attitude. According to the results of empirical research, this paper puts forward the following suggestions for enterprises to improve their advertising attitude of WeChat information flow: (1) using WeChat to improve the attention of users by using WeChat interactivity) aiming at different product types. Adopting the corresponding differentiated advertising strategy / 3) aiming at different advertising purposes, adopting a reasonable advertising type / type / / 4) transforming advertising attitude into continuous brand concern.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F274

【参考文献】