名人广告的可信度评价及其对消费者品牌态度与购买意向的影响

发布时间：2018-06-27 08:45

本文选题：名人广告 + 广告可信度　；参考：《武汉大学》2005年硕士论文

【摘要】：名人广告是营销传播的一种重要方式,其在国内外商业广告中已经占据了相当高的比例,而且名人广告的作用和其在实践中遇到的问题越来越受到企业的关注。国外学者很早就对名人广告展开了较深入的研究,得出了一些有价值的结论,但是目前还没有从对广告可信度评价的角度进行研究,而且对于广告信息源特征中的哪些因素影响着消费者广告可信度评价,或者这些特征对消费者品牌态度和购买意向存在怎样的影响和作用以及其影响的途径和程度等问题,在已有的研究还没有得出比较一致的结论和解释。同时,此领域的多数研究成果都是以美国、欧洲的一些较发达国家为研究背景的,国内学者的这方面的研究还比较有限。而中国国内欠发达的经济环境和具有特质的社会背景会使得中国消费者在对名人广告的评价以及对广告的行为反应上与国外消费者存在较大差异。因此,国外的研究结果对国内企业实践的实际指导作用可能也是有限的。本文正是针对上述问题展开研究,在回顾国内外相关文献的基础上,构建了名人广告源可信特征变量,广告可信度,品牌态度和购买意向之间的概念模型,并用实证的方法对该模型进行了验证和修正。本文共由五部分组成:首先介绍了本研究的研究动因和研究意义;其次是对国内外相关文献的回顾与梳理,并据此提出了本研究领域中存在的问题和拟达到的创新尝试;第三部分是研究设计和数据收集,包括概念模型介绍,立论依据和假设,问卷设计,变量的定义和测量,数据的收集和样本概况介绍;第四部分是数据分析,分别进行了描述性统计分析,信效度分析和回归分析,并对概念模型进行了修正;第五部分是讨论和结论,包括了概念模型中各变量的关系分析和解释,主要研究结论和营销建议,最后提出了研究的局限性和后续的研究方向。
[Abstract]:Celebrity advertising is an important way of marketing communication, it has occupied a high proportion in the commercial advertisements at home and abroad, and the role of celebrity advertising and the problems encountered in practice have been paid more and more attention by enterprises. Foreign scholars have carried out a deep study on celebrity advertising for a long time, and have drawn some valuable conclusions, but at present, they have not done any research on the evaluation of advertising credibility. Moreover, what factors in the characteristics of advertising information source affect the evaluation of consumer advertising credibility, or how these characteristics affect consumer brand attitude and purchase intention, as well as the ways and degrees of their influence, etc. In the existing research has not come to a more consistent conclusion and explanation. At the same time, most of the research results in this field are based on the United States and some more developed countries in Europe. However, the underdeveloped economic environment and special social background in China will make Chinese consumers differ from foreign consumers in their evaluation of celebrity advertisements and their responses to advertisements. Therefore, the results of foreign research may also be of limited practical guidance to domestic enterprises. On the basis of reviewing the relevant literature at home and abroad, this paper constructs a conceptual model between the trusted feature variables of celebrity advertising sources, advertising credibility, brand attitude and purchase intention. The model is verified and modified by empirical method. This paper consists of five parts: firstly, it introduces the research motivation and significance of this research; secondly, it reviews and combs the relevant literature at home and abroad, and then puts forward the existing problems and innovative attempts in this research field. The third part is the research design and the data collection, including the concept model introduction, the argument basis and the hypothesis, the questionnaire design, the variable definition and the measurement, the data collection and the sample introduction; the fourth part is the data analysis. Descriptive statistical analysis, reliability and validity analysis and regression analysis are carried out respectively, and the conceptual model is revised. The fifth part is the discussion and conclusion, including the relationship analysis and explanation of the variables in the conceptual model. The main research conclusions and marketing suggestions, finally, the limitations of the study and future research direction.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F713.8

【引证文献】