植入式广告对游客记忆和行为意向的影响及其启动效应

发布时间：2018-05-15 23:43

本文选题：旅游植入式广告 + 记忆　；参考：《商业经济与管理》2013年11期

【摘要】：传统植入式广告多以实体产品为对象,体验性产品的植入对受众记忆和行为意向的影响缺乏足够的关注。文章以旅游景点为例的实验研究表明,(1)受众对植入景点的记忆与其对精彩程度、喜爱程度评价存在"U"型关系;(2)受众对植入景点的旅游偏好和推荐意愿在影片播出后即时效应很高,一周后呈现显著下降趋势;(3)路线设计及报价的平面广告较好地启动了受众的比较和计算,从选择自己最大程度可实现的旅游决策方案;图片和口碑传播启动了受众对景区精彩和喜爱元素的记忆,从而表达出更高的旅游偏好和推荐意愿。(4)旅游偏好和推荐意愿具有类似的启动效应,受众自己向往的旅游景点也乐意推荐给他人。
[Abstract]:Most of the traditional placement advertisements focus on physical products, and the effect of experiential product implantation on the audience's memory and behavior intention is not paid enough attention. An experimental study of tourist attractions as an example shows that the audience's memory of the implanted attractions and their level of excellence, There is a "U" relationship between "U" and "U" relationship. (2) the audience's tourist preference and recommendation will be very high immediately after the film is broadcast. A week later, it showed a significant downward trend. (3) the print advertisement of route design and quotation initiated the comparison and calculation of the audience well, from choosing its own tourism decision scheme which can be realized to the greatest extent; The spread of pictures and word-of-mouth initiated the audience's memory of the wonderful and favorite elements of the scenic spot, thus expressing a higher tourism preference and recommendation willingness. 4) Tourism preference and recommendation intention have similar priming effect. The tourist attractions that the audience yearns for are also willing to recommend them to others.
【作者单位】：安徽财经大学工商管理学院;
【基金】：国家社科基金项目“植入式广告的消费者内隐记忆及其启动效应研究”(11CGL035)
【分类号】：F713.8

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