植入模式、受众感知匹配性与广告植入效果的关系研究

发布时间：2018-05-11 19:20

本文选题：植入式广告 + 植入模式　；参考：《浙江工商大学》2013年硕士论文

【摘要】：当今社会,由于互联网及移动互联网的迅速发展,我们在日常生活中接触的主流媒体除传统电视外,网络视频、手机视频、移动公交视频和户外视频也充斥了我们日常生活、等待和其他零碎时间。与此同时,大众媒体传播呈现出多元化和碎片化的特点,传统媒体广告在品牌塑造、推广方式等方面的传播效果不断下降,且由于人们的普遍厌恶和逃离,而生存空间日益缩减。植入式广告作为一种全新的营销方式,迎合了人们接收信息多元化和碎片化的特点,以其隐蔽含蓄、润物无声和潜移默化的特点受到广泛关注,并在实践中大量应用。植入式广告在我国过去的十多年时间里得到迅速发展,并被应用于电影、电视、广播、流行音乐、网络游戏、社交网站、现场活动等各类媒体。国外学者从20世纪90年代开始对植入式广告进行了定义和分类、广告效果测量、受众的态度和评价及影响植入广告效果的因素分析等方面的研究,并得出很多重要的研究结论。国内植入式广告研究起步较晚,文献数量较少,不仅研究水平落后于国外,而且大部分研究停留在理论解释阶段,缺乏规范的方法设计和科学论证,随着近几年植入式广告在国内的井喷式发展,也有部分学者借鉴国外的研究方法尝试定量实证研究,并取得了一定的探索性成果。由于植入式广告学术研究起步较晚,而现实情况复杂多变,不少问题都还未得到理论解释,这同时也为后续研究者提供了挑战和机会。不同于前人对植入广告描述式和案例式的理论研究,本文尝试从当今3G时代特有的全视频环境视角,研究植入模式、受众感知匹配性与广告植入效果的关系,参照边雅静等(2010)的国家级课题研究方法,进行结构化问卷设计,运用科学统计方法对数据进行分析解释,并使用消费者归因选择数据对结论进行检验。基于3个前测和一个来自305位消费者的正式调研数据,通过实证研究分析,本文主要结论如下：第一,不同植入模式获得的植入效果不同,且品牌形象维度显著高于购买意愿维度。植入品牌的知名度越高,其获得的植入效果越不显著,植入方式越明显,获得植入效果越显著,媒介品牌知名度越高,植入品牌获得的植入效果越显著。第二,受众感知匹配性与广告植入效果的关系显著,而品牌形象维度的效果要比购买意愿维度的效果稍差。第三,受众感知匹配性在植入模式与植入效果的关系中的中介效应不显著。第四,控制变量对广告植入效果有显著影响。受众的性别、年龄、收入、日平均观视时间均对广告植入效果有显著影响,而受众的学历对广告植入效果的影响不显著。第五,影响品牌植入属性优化的3大因素依次为：知名媒介品牌、知名植入品牌和受众感知匹配性。本研究从植入层面出发,并结合受众层面因素,比较全面地研究广告植入效果。植入模式中的植入品牌、植入媒介、植入方式具有很强的可操作性,企业广告主和媒介提供商可以根据自身品牌的知名度和特点,遵循匹配性原则,选择合适的方式植入到相应的媒介中。本研究结论对植入营销实践有积极的参考意义。
[Abstract]:Nowadays, because of the rapid development of the Internet and mobile Internet, the mainstream media in our daily life are in addition to the traditional TV, the network video, the mobile video, the mobile bus video and the outdoor video are also full of our daily life, waiting and other fragmentary time.
At the same time, the spread of mass media is characterized by diversification and fragmentation, the effect of traditional media advertising in brand building and promotion is declining, and the living space is shrinking because of people's general disgust and escape. As a new marketing way, product placement caters to people to receive information. The characteristics of diversification and fragmentation have attracted wide attention due to its subtle, subtle and subtle characteristics, and have been widely applied in practice.
Implantable advertising has developed rapidly over the past ten years in China. It has been applied to films, television, radio, popular music, online games, social networking sites, and field activities. Foreign scholars have started the definition and classification of implantable advertisements in 1990s, the measurement of advertising effects, the audience's attitude and evaluation, and The research on factors that affect the effect of implanting advertising has been studied, and many important research conclusions are drawn. The research on implantable advertising in China is late and the number of literature is relatively small. Not only the research level is behind the foreign, but most of the research is in the stage of theoretical interpretation, and the lack of standard method design and scientific demonstration, with the development of recent years. With the development of blowout in China, some scholars have used foreign research methods for quantitative empirical research, and have achieved certain exploratory results. Because of the late start of the research on implantable advertising, the practical situation is complex and changeable, and many problems have not been explained in theory, which is also provided for the follow-up researchers. Challenges and opportunities.
Different from the predecessors' theoretical research on advertising description and case, this paper tries to study the relationship between the implanting pattern, the audience perception matching and the effect of advertising implants from the visual angle of the full video environment in the 3G era, and make a structured questionnaire design and use the scientific statistics with reference to the national research method of the 2010. Methods the data were analyzed and explained, and the consumers' attribution selection data were used to test the conclusion.
Based on the 3 pre-test and a formal survey data from 305 consumers, the main conclusions of this paper are as follows:
First, different implantation models have different implants, and the brand image dimension is significantly higher than the purchase intention dimension. The higher the brand awareness, the less significant the implantation effect is. The more obvious the implantation mode is, the more significant the implantation effect is, the higher the media brand awareness is, the more significant the implantation effect of the brand implants.
Second, there is a significant relationship between audience perception matching and advertising implant effect, while the effect of brand image dimension is slightly worse than that of purchase intention dimension.
Third, the mediating effect of audience perception matching is not significant in the relationship between implantation mode and implant effect.
Fourth, the control variables have a significant impact on the effect of advertising implantation. The gender, age, income and daily average view time of the audience have significant influence on the effect of advertising implantation, while the influence of the audience's educational background on the effect of advertising implantation is not significant.
Fifth, the 3 factors that affect the optimization of brand implantation attributes are: famous media brand, well known implant brand and audience perception matching.
This research makes a comprehensive study of the effect of advertising implantation from the level of implantation and the factors of the audience level. The implanting brand, the media, and the way of implantation have strong maneuverability in the implanting model. The advertisers and media providers can follow the matching principle and choose the appropriate principle according to the popularity and characteristics of their own brands. The conclusion of this study has a positive reference value for implant marketing practice.

【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8

【参考文献】