影视植入式广告呈现方式对品牌情感评估影响的实证研究

发布时间：2018-04-30 06:21

本文选题：植入式广告 + 呈现方式　；参考：《福州大学》2011年硕士论文

【摘要】：随着影视植入式广告在实践中的大量运用，其效果研究以及相关的影响因素研究逐渐成为该研究领域关注的重点。然而，现有研究大多建立在消费者“完全理性”的假设基础上，这个假设忽略了现实中“消费者经常因为喜欢电影中的某个明星而喜欢其使用的某个产品或品牌”等情感喜好的影响。其次现有影视植入式广告的效果研究大多围绕着品牌记忆、品牌吸引力以及购买意愿等几个维度，显然缺乏一个系统的理论评价体系。而且，现实中影视植入式广告的良莠不齐使得消费者众说纷纭，这也给企业进行影视植入提出了挑战，管理人员开始意识到在品牌宣传和建设过程中，只有选择了合适的电影以及合适的植入方式才能使消费者对品牌形成正面的评价，并给品牌带来其他的附属利益。鉴于影视植入式广告理论研究的不足及其在管理实践中的重要性，本文试图从行为人“有限理性”的假设前提出发，引入直觉决策、框架效应以及情感评估等心理学的全新观点，重新对影视植入式广告效果的作用机制和影响因素等做初步探究。本研究首先对影视植入式广告的研究现状进行综述，结合框架效应的相关知识点，选择影视植入式广告呈现方式作为影响植入效果的主要变量；其次以行为人“有限理性”为前提，引入决策双系统和情感评估理论，在现有影视植入式广告效果研究的基础上，选择品牌情感评估作为影视植入式广告的全新评价指标并进行细化；最终构建影视植入式广告呈现方式对品牌情感评估影响的理论模型。本研究通过16个实验场景的设计，对140名本科生进行了心理实验，利用SPSS进行数据处理后，对提出的研究模型进行验证后获得如下研究结论：第一，影视植入式广告呈现方式不同，会使品牌情感评估及其包含的认知效应、情感效应以及意动效应三个层面的评估结果存在差异。从理论角度看情节植入是最优选择，但在实践运用中应结合具体营销目标和宣传成本等情况选择满意的植入方式。第二，框架效应是影视植入式广告呈现方式影响品牌情感评估的根本作用机制，除此之外产品类别、品牌知名度、电影态度以及广告态度也会影响评估结果。第三，总体上看，，影视植入式广告效果并不显著，对品牌的整体建设贡献也并不突出，因此其仅仅只能作为品牌宣传和建设的手段之一，在实践运用中更应该注重利用影视植入这个平台，加强后期的整合营销传播。
[Abstract]:With the extensive application of film and television placement advertising in practice, the research on its effect and related influencing factors has gradually become the focus of attention in this research field. However, most of the existing studies are based on the assumption that consumers are "completely rational." This hypothesis ignores the effect of emotional preferences such as "consumers often like a product or brand they use because they like a star in a movie." Secondly, most of the current researches on the effect of film and television placement advertising focus on the dimensions of brand memory, brand attraction and purchase intention, which obviously lack a systematic theoretical evaluation system. Moreover, in reality, there are different opinions among consumers due to the intermingling of the good and the bad of the film and television placement advertising. This has also challenged the enterprises to carry out the film and television placement, and the managers have begun to realize that in the process of brand promotion and construction, Only by choosing the right film and the right way of implantation can consumers form a positive evaluation of the brand and bring other ancillary benefits to the brand. In view of the deficiency of the theory of film and television placement advertising and its importance in the management practice, this paper attempts to introduce intuitive decision from the premise of the actor's "limited rationality". Frame effect, emotion evaluation and other new psychological viewpoints, this paper makes a preliminary study on the mechanism and influencing factors of the effect of film and television placement advertising. Firstly, this study summarizes the current research situation of film and television placement advertising, and selects the presentation mode of film and television placement advertising as the main variable to affect the placement effect, combining with the relevant knowledge points of frame effect. Secondly, based on the premise of "limited rationality" of the actor, this paper introduces the dual system of decision-making and the theory of emotion evaluation, and on the basis of the existing research on the effect of film and television placement advertising. Select brand emotional evaluation as the new evaluation index of film and television placement advertising and refine it; finally construct the theoretical model of the influence of film and television placement advertising presentation mode on brand emotional evaluation. Through the design of 16 experimental scenarios, this study conducted psychological experiments on 140 undergraduates. After data processing with SPSS, the proposed research model was verified and the following conclusions were obtained: First, different presentation methods of film and television placement advertising will make brand emotional evaluation and its contained cognitive effect, emotional effect and emotional effect three levels of evaluation results are different. From a theoretical point of view, plot implantation is the best choice, but in practice, we should combine with specific marketing objectives and propaganda costs to choose a satisfactory implantation method. Second, the frame effect is the fundamental mechanism that the presentation mode of film and television placement advertising influences brand emotional evaluation. In addition, product category, brand awareness, film attitude and advertising attitude will also affect the evaluation results. Third, on the whole, the effect of film and television placement advertising is not significant, and the contribution to the overall brand construction is not outstanding, so it can only be used as one of the means of brand promotion and construction. In practice, we should pay more attention to the platform of film and television implantation, and strengthen the later integrated marketing communication.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F273.2

【参考文献】