基于态度改变模型的消费者生成广告真实性影响因素研究

发布时间：2018-06-02 01:20

本文选题：消费者生成广告 + 真实性　；参考：《财贸研究》2017年04期

【摘要】：以态度改变模型作为理论构建基础,充分借鉴现有相关研究成果,从产品类型、广告媒体和受众性别三个方面探索影响消费者生成广告真实性的因素,并采用剧院法进行实验设计。研究结果显示:受众对体验型产品的消费者生成广告真实性感知高于搜索型产品,但在消费者生成广告真实性维度上,受众对搜索型产品的消费者生成广告创作主体真实性感知与体验型产品不存在差异;受众对发布在自媒体平台上的消费者生成广告真实性感知高于发布在官方媒体上的消费者生成广告,但在消费者生成广告真实性维度上,受众对发布在自媒体平台上的消费者生成广告形式真实性感知却低于发布在官方媒体上的消费者生成广告;女性受众对消费者生成广告真实性感知高于男性受众,但在消费者生成广告真实性维度上,女性受众对消费者生成广告产品/品牌真实性感知与男性受众不存在差异。
[Abstract]:Taking the attitude change model as the theoretical basis and drawing on the existing relevant research results, this paper explores the factors that affect the authenticity of the advertising generated by consumers from three aspects: product type, advertising media and audience gender. And the theater method was used to design the experiment. The results show that the consumers' perception of the consumers' generated advertising authenticity is higher than that of the search products, but in the dimension of consumers' advertising authenticity, There is no difference between consumers' perception of authenticity and experiential products. The audience's perception of the authenticity of the consumer generated advertisement published on the media platform is higher than that of the consumer generated advertisement published on the official media, but in the dimension of consumer generated advertising authenticity. The audience perceived the authenticity of the consumer generated advertisement from the media platform but lower than that of the official media; the female audience had higher awareness of the authenticity of the consumer generated advertisement than the male audience. However, in the dimension of consumer generated advertising authenticity, there is no difference between female audience and male audience.
【作者单位】：安徽财经大学;复旦大学;
【基金】：国家自然科学基金重点项目“基于顾客参与的服务价值共创理论与模式研究”(71232008);国家自然科学基金青年项目“消费者生成广告与企业广告的协同效应及其形成机制研究”(71302142) 安徽省自然科学基金项目“受众对消费者生成广告真实性的感知及其影响研究”(1308085QG128)
【分类号】：F713.8

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