消费者生成广告与企业视频广告的整合效应研究

发布时间：2018-04-10 01:33

本文选题：消费者生成广告　切入点：企业广告　出处：《安徽财经大学》2016年硕士论文

【摘要】：随着体验经济时代的到来,消费者更倾向于通过搜索、互动、分享或共同设计而更多地涉入消费过程,这种过程会使越来越多的人倾向于相信消费者提供的信息,而不是企业提供的信息,这种态度的转变促使消费者生成广告这一新的广告形式应运而生。而传统的企业广告仍然具有相当庞大的观看人群以及影响力,尤其是新兴的网络视频广告以其精准的定位、庞大的信息量、精彩的视觉体验吸引了大部分网络视频观看者的注意。在这种新型和旧型广告冲突和并存的情况下,研究产品或者品牌如何吸引消费者的注意,为他们留下深刻而美好的印象具有极为重要的实践意义。本文选择最流行的媒体——网络视频作为协同的媒介,分析消费者生成广告与企业广告的整合效果。本文在阅读整合营销传播、网络广告心里策略和消费者注意力等文献的基础上,通过其他学者对广告协同效应的研究,构建了受众对消费者生成广告与企业广告的整合反应模型,并在这一模型的基础上假设同时投放消费者生成广告与企业广告不仅不会产生协同效应,反而单独投放企业广告的效果最优。本研究采用实验室实验的方法对以上的假设进行验证,分别选取了体验型产品和搜索型产品这两种不同类型的产品进行研究,整个实验共分为八组,每种产品分别对应四组,在广告投放次数相同的情况下,各组分别在同一媒体环境下完成相应广告投放的刺激。通过数据收集和分析得到如下结论:企业广告在感知信息可信度、感知品牌可信度、品牌态度以及广告态度等方面比消费者生成广告和企业广告整合的效果好,而在感知广告可信度和购买倾向等方面没有显著差异;消费者生成广告和企业广告的整合在感知广告态度以及购买倾向等方面比消费者生成广告的效果好,而在感知信息可信度、感知品牌可信度、感知广告可信度以及品牌态度等方面没有显著差异;消费者对企业广告的评价在体验型产品中全部优于消费者生成广告,而在搜索型产品中没有显著差异。最后,根据本文的研究结论为企业如何有效的利用消费者生成广告提供几点营销建议,并提出本文的理论意义、研究不足以及进一步的研究方向。
[Abstract]:With the advent of the experience economy, consumers tend to be more involved in the process of consumption through search, interaction, sharing or co-design, which leads more and more people to believe in the information provided by consumers.Rather than the information provided by enterprises, this shift in attitude has prompted consumers to generate advertising as a new form of advertising.But the traditional enterprise advertisement still has the quite huge audience and the influence, especially the emerging network video advertisement with its accurate localization, the huge amount of information,The wonderful visual experience has attracted the attention of most online video viewers.In this new and old advertising conflict and coexistence, it is of great practical significance to study how the product or brand attracts the attention of consumers, leaving a deep and good impression on them.In this paper, the most popular media-network video is chosen as the collaborative medium to analyze the integration effect of consumer generated advertising and corporate advertising.On the basis of reading the literature of integrated marketing communication, psychological strategy of online advertising and consumer attention, this paper studies the synergistic effect of advertising by other scholars.Based on this model, the author constructs a model of audience response to the integration of consumer generated advertising and enterprise advertising, and assumes that not only will there be no synergistic effect, but also the simultaneous placement of consumer generated advertising and corporate advertising will not produce a synergistic effect.Instead, the effect of individual corporate advertising is optimal.This research uses the laboratory experiment method to verify the above hypothesis, selects the experience product and the search type product these two different types of products to carry on the research, the whole experiment altogether divides into eight groups, each kind of product corresponds to four groups,In the case of the same number of advertising, each group in the same media environment to complete the corresponding advertising stimulation.Through data collection and analysis, the following conclusions are drawn: corporate advertising is more effective than the integration of consumer advertising and corporate advertising in perceived information credibility, perceived brand credibility, brand attitude and advertising attitude.However, there is no significant difference in perceived advertising credibility and purchase propensity. The integration of consumer generated advertising and corporate advertising is more effective than consumer generated advertising in terms of perceived advertising attitude and purchase tendency.However, there is no significant difference in perceived information credibility, perceived brand credibility, perceived advertising credibility and brand attitude.There is no significant difference in search products.Finally, according to the conclusion of this paper, it provides several marketing suggestions for enterprises how to effectively use the consumer to generate advertising, and puts forward the theoretical significance of this paper, the lack of research and further research direction.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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