怀旧广告诉求与卷入度对消费者注意影响的眼动研究

发布时间：2018-03-19 08:48

本文选题：怀旧诉求　切入点：产品卷入度　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：怀旧广告通过广告之中的怀旧线索,运用怀旧主题使人们怀念起过去的美好时光,激发消费者的怀旧情感,从而搭建起消费者与品牌/产品之间的沟通桥梁,使之能够给予广告更高的关注和更积极的广告/品牌态度。随着学者们对于怀旧诉求的研究逐步展示了怀旧诉求在市场营销领域中的重要地位。作为这样一种新兴的广告诉求方式,国内对于怀旧诉求广告的研究更多的集中在理论方法,因此,本文采用眼动研究方法,通过两个实验方案,考察怀旧诉求广告对消费者的注视影响规律,得出相应结论,以期为当前研究理论做一些补充,并为广告商的广告设计及广告使用提供客观的参考依据。本文实验一采用眼动实验考察了怀旧诉求与非怀旧诉求两种诉求方式广告是否对被试的注视规律造成影响,并考虑性别因素。实验一相应结论如下所示：(1)消费者对于怀旧诉求背景的关注显著高于非怀旧诉求背景。(2)男性女性被试均受到了怀旧诉求背景的吸引,实验证明女性被试更能够受到怀旧诉求背景的吸引。(3)女性在怀旧诉求方式下对于商品兴趣区的注视程度显著高于男性注视程度；而男性在怀旧诉求方式下对于文本兴趣区的注视程度显著高于女性注视程度。实验二在实验一的基础上加入了产品卷入度这一因素,研究怀旧诉求广告对男女消费者的注视影响,得到以下结论：(1)产品卷入度的水平高低对消费者关注广告轨迹产生了影响。高卷入度产品的怀旧诉求广告获得了最高的背景注视程度,其次是低卷入度产品的怀旧诉求广告。(2)女性被试更容易受到怀旧诉求广告背景的影响,相比男性的注视程度更高。(3)怀旧诉求下低卷入度商品兴趣区获得的注视程度高于高卷入度产品,并且得到女性的更多关注。怀旧诉求下高卷入度商品文本兴趣区获得了最高的关注,而怀旧诉求下低卷入度商品文本兴趣区得到的关注最低。
[Abstract]:Nostalgia ads use nostalgic themes to remind people of the good times of the past and stimulate the nostalgic feelings of consumers through the nostalgic clues in the advertisements, thus building a bridge between consumers and brands / products. So that it can give more attention to advertising and more active advertising / brand attitude. As scholars' research on nostalgia appeal has gradually demonstrated the importance of nostalgia in the field of marketing. As such a new kind of new. The way of advertising appeal, Domestic research on nostalgic appeal advertising is more focused on theoretical methods. Therefore, this paper uses eye movement research method, through two experimental schemes, to investigate the influence of nostalgic appeal advertising on consumers' attention, and draw the corresponding conclusions. With a view to making some additions to the current research theory, In the first experiment, we used eye movement experiment to investigate whether the advertising of nostalgia appeal and non-nostalgia appeal had an effect on the subjects' attention law. The results of experiment 1 showed that: 1) consumers' attention to the background of nostalgia appeal was significantly higher than that of non-nostalgic appeal background. All the male and female subjects were attracted by the nostalgic appeal background. The experiment proved that female subjects were more attracted by nostalgia appeal background. (3) female gazing degree of commodity interest area was significantly higher than that of male under nostalgic appeal mode; However, the degree of gaze of men to the area of interest in the text was significantly higher than that of women in the nostalgic way. Experiment 2 added the factor of product involvement to the basis of experiment 1. To study the impact of nostalgia advertising on the attention of male and female consumers, The following conclusions are drawn: 1) the level of product involvement has an impact on the track of consumer attention to advertising. The nostalgic appeal advertising of high-involvement products obtains the highest degree of background attention. Secondly, the nostalgic appeal advertising of low-involvement products.) female subjects are more likely to be influenced by the background of nostalgic appeal advertising. Compared with the male, the gazing degree was higher. 3) under the nostalgia demand, the low involvement commodity interest area obtained the attention degree higher than the high involvement product. And get more attention from women. The area of interest in high involvement commodity text under nostalgia appeal got the highest attention, while the interest area of low involvement commodity text under nostalgia demand got the lowest attention.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;F713.55

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