广告媒介可信度评价量表研究
发布时间：2018-07-29 09:18
【摘要】： 广告媒介可信度量表对于评价媒介所投放的广告的可靠性具有重要意义。本研究采用定性和定量相结合的方法,对广告媒介可信度的因子结构进行探讨,并在此基础上建立广告媒介可信度的评价量表。研究过程主要分为三个步骤:第一个步骤采用焦点小组访谈的方式获得广告媒介可信度评价的基本条目,为下一步的调查研究提供问卷设计的依据;第二个步骤采用调查法探析广告媒介可信度的因子结构并对分析结果进行信度和效度的检验,以保证因子结构的可靠性。第三个步骤采用效标量表,分别从指标、因子结构、整体量表三个角度对广告媒介可信度评价量表进行有效性检验。 研究结果表明:①广告媒介可信度包含2个因子,分别为“真实性”因子和“影响力”因子。“真实性”因子包括:“信息真实”、“信息准确无误”、“信息没有欺骗意图”、“不发布虚假广告”、“广告不夸张”5个条目。“影响力”因子包括:“媒介覆盖范围广,受众多”、“是受关注的媒介”、“媒介存在的时间长”3个条目。②广告媒介可信度的因子结构具有较高的信度和结构效度:2个因子的信度系数Cronbachα超过了0.80,2个因子的方差贡献率超过了73.50%。③广告媒介可信度量表具有较高的效度,对大陆的广告媒介可信度评价表明,量表评价与效标评价具有高度的一致性。④对14个媒体的广告可信度量表评价发现,所选媒体的广告可信度量表评价平均得分从高到低依次为:CCTV-1、《南方周末》、中央人民广播电台、《凤凰周刊》、人民网、腾讯网、厦门卫视、厦门交通广播电台、《海峡导报》、《知音》、城市T频道、楼宇广告、短信、户外广告。⑤传统的媒介影响力指标仍然有着十分重要的作用,媒介购买当中仍然需要参考广告媒介影响力的量化指标。
[Abstract]:The Advertising Media credibility scale is of great significance in evaluating the reliability of advertisements placed by the media. In this study, the qualitative and quantitative methods are used to explore the factor structure of the credibility of advertising media, and on the basis of this, the evaluation scale of credibility of advertising media is established. The research process is divided into three steps: the first step is to obtain the basic items of the credibility evaluation of advertising media by focus group interview to provide the basis of questionnaire design for the next research; The second step is to investigate the factor structure of advertising media credibility and test the reliability and validity of the analysis results to ensure the reliability of the factor structure. In the third step, the validity of the rating scale of credibility of advertising media is tested from three aspects: index, factor structure and whole scale. The results show that: 1 advertising media credibility includes two factors, namely "authenticity" factor and "influence factor". The factors of "authenticity" include: "information is true", "information is accurate", "information has no intention to deceive", "do not publish false advertisement", "advertisement is not exaggerative" 5 items. The factors of "influence" include: "the media has a wide range of coverage and a large number of", "is the media of concern", The factor structure of the credibility of advertising media has high reliability and structural validity: the reliability coefficient of two factors Cronbach 伪 exceeds 0.80, and the variance contribution rate of two factors exceeds 73.50.3 advertising. The media reliability scale has high validity. The evaluation of the credibility of advertising media in mainland China shows that there is a high consistency between the scale evaluation and the effectiveness evaluation. The average scores of the selected media from high to low were: CCTV-1, Southern weekend, Central people's Radio, Phoenix Weekly, people's Daily, QQ.com, Xiamen Satellite TV, Xiamen Traffic Radio, "Channel Guide", "intimate Voice", City T Channel, Building Advertising, short message, Outdoor Advertising. 5 traditional media influence indicators still play a very important role. Media purchase still needs to refer to the quantitative index of advertising media influence.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206;F713.8
本文编号：2152222
[Abstract]:The Advertising Media credibility scale is of great significance in evaluating the reliability of advertisements placed by the media. In this study, the qualitative and quantitative methods are used to explore the factor structure of the credibility of advertising media, and on the basis of this, the evaluation scale of credibility of advertising media is established. The research process is divided into three steps: the first step is to obtain the basic items of the credibility evaluation of advertising media by focus group interview to provide the basis of questionnaire design for the next research; The second step is to investigate the factor structure of advertising media credibility and test the reliability and validity of the analysis results to ensure the reliability of the factor structure. In the third step, the validity of the rating scale of credibility of advertising media is tested from three aspects: index, factor structure and whole scale. The results show that: 1 advertising media credibility includes two factors, namely "authenticity" factor and "influence factor". The factors of "authenticity" include: "information is true", "information is accurate", "information has no intention to deceive", "do not publish false advertisement", "advertisement is not exaggerative" 5 items. The factors of "influence" include: "the media has a wide range of coverage and a large number of", "is the media of concern", The factor structure of the credibility of advertising media has high reliability and structural validity: the reliability coefficient of two factors Cronbach 伪 exceeds 0.80, and the variance contribution rate of two factors exceeds 73.50.3 advertising. The media reliability scale has high validity. The evaluation of the credibility of advertising media in mainland China shows that there is a high consistency between the scale evaluation and the effectiveness evaluation. The average scores of the selected media from high to low were: CCTV-1, Southern weekend, Central people's Radio, Phoenix Weekly, people's Daily, QQ.com, Xiamen Satellite TV, Xiamen Traffic Radio, "Channel Guide", "intimate Voice", City T Channel, Building Advertising, short message, Outdoor Advertising. 5 traditional media influence indicators still play a very important role. Media purchase still needs to refer to the quantitative index of advertising media influence.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206;F713.8
【引证文献】
相关博士学位论文 前1条
1 刘琼;中国网络新闻可信度研究[D];华中科技大学;2011年
相关硕士学位论文 前1条
1 李晓妹;传播学视域中的企业形象广告研究[D];沈阳航空航天大学;2011年
，本文编号：2152222
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