基于手机的广告特性对消费者广告态度的影响研究

发布时间：2018-06-22 13:46

本文选题：手机广告 + 手机广告特性　；参考：《吉林大学》2011年硕士论文

【摘要】：在现有文献中,已经有很多学者对传统广告形式的消费者态度进行了大量研究。手机市场的高渗透率为手机广告的发展提供了契机,然而在现有文献中,鲜有对手机广告态度的相关研究。鉴于现有研究的欠缺,本文试图建立一个模型,以探究手机广告特性对消费者手机广告态度的影响。通过构建理论模型,以便更好的了解消费者是否愿意接受手机广告,以及手机广告特性对消费者手机广告态度的影响作用,为广告态度研究领域作出理论贡献。在实践上,旨在为营销人员提供指导,使其能更好的利用手机广告开展营销活动,达到相应的营销目的。为了达成本文的研究目的,本文首先回顾了先前学者关于手机广告态度以及影响因素所做的研究,构建了理论框架并提出了本文的研究假设: H1:手机广告的个性化对消费者的手机广告态度具有正向影响作用H2:手机广告的娱乐性对消费者的手机广告态度具有正向影响作用H3:手机广告的可信性对消费者的手机广告态度具有正向影响作用H4:手机广告的冒犯性对消费者的手机广告态度具有负向影响作用为了验证本文提出的假设,本文基于先前学者的成熟量表设计了调查问卷,针对大学生进行了调研,针对所收集到的数据,本文采用了SPSS统计分析软件进行了描述性统计分析,信度,效度,相关性以及回归分析。经过数据的处理,我们得出结论,消费者对于手机广告仍是持有消极态度,除了冒犯性对消费者的手机广告态度具有负向影响作用以外,其余变量对消费者的手机广告态度均具有正向影响作用,其中个性化对于消费者的手机广告态度影响最大,其次是可信性、冒犯性和娱乐性。在营销活动中,企业为了获得有利的竞争优势,需要更多的关注顾客的需求,从顾客的角度出发寻求满足顾客需求的方式,提升顾客满意,建立良好的顾客关系。通过了解每一个个体的需求,有效地满足特定场合下每位顾客的需求,从而通过建立这种有意义的一对一的关系来实现顾客忠诚(Riecken 2000)。为了获得竞争优势,企业需要利用相关的技术来开展实时的个性化营销(Greer T.H. M.B. Murtaza 2003)。另外,要想切实提高消费者对手机广告的认可,营销人员要切实提升消费者对广告的真实性和可信度的总体感知,在发送信息的渠道选择方面,一定要选择可被消费者信任的渠道。当发送的广告是打搅的、冒犯的、无礼的,消费者就会把这些信息当成是具有冒犯性的广告(Ducoffe, R.H. 1996)。当采用侵入性的战术来吸引消费者时,往往会触怒消费者(Zhang, P. 2000),导致消费者情绪上的反对。企业也要注意在实施手机广告营销时,顾及到消费者的情绪以提高营销效果。虽然本文的研究假设得到了证实,并且也得出了本文的基本结论,但是本文仍存在有诸多不足之处。主要有三点:1.由于本文作者水平和时间的限制,没有对所有相关领域内的文献进行逐一研究,对于接触领域内的文献的把握还不够全面。2.另外,调研问卷虽然是在成熟量表的基础上修改得来的,但是因为资金和时间的限制,调研对象绝大部分是大学生,虽然该部分人群是手机广告的目标客户群,但是仍不能避免样本存在有一定的局陷性,不能够很好的代表手机广告受众的所有类型。3.经过全力收集问卷,最终的有效问卷数为203份,样本量有限,没有达到实证分析要求的最优数目,可能会导致数据分析出现一定的偏差。4.本文的研究侧重点是手机广告形式中的短信广告形式,但是随着技术的进一步发展,并不能完全代表手机广告的所有类型。针对这四点不足之处,希望以后的学者能够选取更多的样本,并且更多的考虑手机广告的新形式以进一步验证本文的研究成果,从而更加丰富本研究的理论。
[Abstract]:In the existing literature, a lot of scholars have done a lot of research on the attitudes of traditional advertising forms of consumers. The high permeability of the mobile phone market provides an opportunity for the development of mobile advertising. However, there are few related research on the attitude of mobile advertising in the existing literature. This paper explores the influence of the characteristics of mobile advertising on the attitude of consumer mobile advertising. Through the construction of a theoretical model to better understand whether consumers are willing to accept mobile advertising and the impact of the characteristics of mobile advertising on the attitude of consumers' mobile advertising, it makes a theoretical contribution to the research field of advertising attitude. In practice, the aim is to serve as a marketing person. Members provide guidance so that they can make better use of mobile advertising to carry out marketing activities to achieve the corresponding marketing objectives.
In order to achieve the purpose of this study, this paper first reviews the previous scholars' research on the attitude of mobile advertising and the influencing factors, constructs a theoretical framework and puts forward the research hypothesis: the individualization of H1: mobile advertising has a positive impact on the consumer's attitude to mobile advertising, which has a positive effect on the entertainment of H2: mobile advertising. The attitudes of H3: mobile ads have positive impact on the attitude of consumers' mobile advertising. The offense of H4: mobile advertising has a negative impact on the consumer's mobile advertising attitude.
In order to verify the hypothesis proposed in this paper, this paper designed a questionnaire based on the mature scale of previous scholars, conducted a survey on the college students. In view of the collected data, this paper uses the SPSS statistical analysis software to carry out descriptive statistical analysis, reliability, validity, correlation and regression analysis. After data processing, we get the conclusion Conclusion, consumers still have a negative attitude towards mobile advertising. In addition to the negative impact of offense on the consumer's mobile advertising attitude, the other variables have a positive impact on the attitude of consumers' mobile advertising, and individualization has the greatest impact on the attitude of consumers' handset advertising, followed by credibility. Offense and entertaining.
In order to gain a favorable competitive advantage, the enterprise needs more attention to the customer's needs, from the perspective of the customer to seek the way to meet the customer's needs, to improve the customer satisfaction and to establish a good customer relationship. By understanding the needs of each individual, it can effectively meet the needs of every customer in a particular situation, so that the needs of each customer can be effectively met. To build this meaningful one to one relationship to achieve customer loyalty (Riecken 2000). In order to gain competitive advantage, enterprises need to use related technologies to carry out real-time personalized marketing (Greer T.H. M.B. Murtaza 2003). In addition, in order to effectively improve the recognition of consumers' adversaries' advertising, the marketers should improve consumers effectively. The overall perception of the authenticity and credibility of the advertisement must choose channels that can be trusted by the consumer in the choice of channels for sending information. When the advertisement is disturbed, offended and insolent, the consumer will think of this information as an offensive broad (Ducoffe, R.H. 1996). When consumers attract consumers, they tend to anger consumers (Zhang, P. 2000) and cause emotional opposition to consumers. Enterprises should also pay attention to the consumer sentiment in order to improve their marketing effects when implementing mobile advertising marketing.
Although the research hypothesis of this paper has been confirmed and the basic conclusion of this paper is drawn, there are still many shortcomings in this paper. There are three main points in this paper: 1. because of the limitation of the author's level and time, the literature in all related fields is not studied one by one and the literature in the contact field is not fully understood. .2. also, although the questionnaire was revised on the basis of the mature scale, most of the subjects were college students because of the limitation of funds and time. Although this part of the population is the target customer group of mobile advertising, the sample still can not avoid a certain depression, and can not be a good representative of mobile advertising. All types of.3. are fully collected. The final number of effective questionnaires is 203. The sample size is limited and the optimal number of empirical analysis is not reached. It may lead to a certain deviation in the analysis of data.4.. The focus of this paper is the form of short letter advertisement in the form of mobile advertising, but with the further development of Technology It does not fully represent all types of mobile advertising. In view of the shortcomings of these four points, we hope that later scholars will be able to select more samples and consider more new forms of mobile advertising to further verify the research results of this paper, thus enriching the theory of this study.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

【引证文献】