生活形态、广告代言人和产品涉入对广告效果的影响研究

发布时间：2018-06-03 13:21

本文选题：生活形态 + 广告代言人　；参考：《湖南师范大学》2009年硕士论文

【摘要】： 历史上关于广告效果研究中,不少研究对影响广告效果的众多因素进行了深入地探讨,但研究通常局限在广告框架内各种因素对代言人广告效果的影响,而忽略了消费者作为一个重要因素。本研究考虑到针对不同类型的代言人,不同类型的产品,不同的细分市场所反应出的广告效果有所不同,即以生活形态为细分基础来探讨不同的生活形态群体、不同代言人和不同涉入产品对广告效果的影响如何,以了解生活形态、代言人、产品涉入与广告效果间的关系,希望能提供给产品销售者相关信息,以作为选择广告策略的参考。本研究在以前研究的基础上,采用实验的方法,采用广告心理学的方法,通过单因素(生活形态)完全随机设计和1个4×3×2(生活形态组群×代言人类型×涉入产品)三因素混合实验设计来测生活形态、代言人和涉入产品对广告效果的影响。实验结果表明: 1.不同的生活形态组群在广告代言人有效性重视程度上确实存在显著性差异,假设得到验证。 2.生活形态对广告效果产生显著差异,假设得到验证。 3.代言人对品牌态度产生显著差异,对购买意愿差异不显著,假设得到部分验证。 4.产品涉入对品牌态度产生显著差异,对购买意愿差异不显著,假设得到部分验证。 5.生活形态与代言人之间存在交互作用。
[Abstract]:In the study of advertising effect in history, many studies have deeply discussed the factors that affect the advertising effect, but the research is usually confined to the influence of various factors on the advertising effect of the spokesman within the framework of advertising. And ignored consumer as an important factor. This study takes into account the different advertising effects reflected by different segments of the market for different types of spokesmen, different types of products and different segments of the market, that is, to explore different groups of life forms based on the subdivision of life forms. In order to understand the relationship between product involvement and advertising effect, we hope to provide relevant information to the product seller, in order to understand the life style, spokesman and the relationship between the product involvement and the advertising effect, in order to understand the impact of different spokesmen and different involved products on the advertising effect. As a reference for choosing advertising strategies. On the basis of previous research, this study adopts the method of experiment and the method of advertising psychology. The effects of single factor (life form) complete random design and one 4 脳 3 脳 2 (life form group 脳 spokesman type 脳 involved product) three factors experimental design on advertising effect were measured. The experimental results show that: 1. Different life style groups do have significant differences in the degree of effectiveness of advertising spokesmen, and the hypothesis is verified. 2. Life style has a significant difference in advertising effect, hypotheses are verified. 3. The spokesman has significant difference in brand attitude, but no significant difference in purchase intention. The hypothesis is partly verified. 4. There are significant differences in the attitude of product involvement to brand, but no significant difference in purchase intention. The hypothesis is partially verified. 5. There is interaction between life form and spokesman.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

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