消费者在线生成广告行为阻碍因素及作用路径研究
发布时间：2018-08-11 14:50
【摘要】：数字传播背景下品牌主设计各式各样的数字营销活动激励消费者参与品牌传播,然而现实当中难以实现。那么是何种因素阻碍了消费者在线生成广告行为,这些因素具有如何的作用路径?本研究通过立意抽样方式,选择当下用户较多的三种社交媒介(微博、微信、秒拍)中的消费者进行深度访谈,通过扎根理论的编码方式对初始访谈材料进行分析与研究,最终建立消费者在线生成广告行为阻碍因素模型。模型表明,特定的在线社会网络联结与氛围、相关负面经验、低安全性因素以及消费者感知社会风险、感知心理风险、感知功能风险与感知安全风险是阻碍消费者在线生成广告行为的主要因素,并提出每种因素具体的作用路径以及16个具体的实证研究假设。
[Abstract]:Under the background of digital communication, brand owners design various digital marketing activities to encourage consumers to participate in brand communication, but it is difficult to achieve in reality. Then what factors hinder consumers'online advertising behavior, and how these factors affect the path? This study through intentional sampling, choose more current users. In-depth interviews were conducted among consumers in three social media (micro-blog, micro-letter, second shot). The initial interview materials were analyzed and studied by encoding grounded theory. Finally, a model of the impediments to consumers'online advertising behavior was established. Factors and consumer perceived social risk, perceived psychological risk, perceived functional risk and perceived security risk are the main factors that hinder consumers'online advertising behavior. The specific role paths of each factor and 16 specific empirical research hypotheses are proposed.
【作者单位】： 武汉大学新闻与传播学院;
【分类号】：F713.8;F713.55
[Abstract]:Under the background of digital communication, brand owners design various digital marketing activities to encourage consumers to participate in brand communication, but it is difficult to achieve in reality. Then what factors hinder consumers'online advertising behavior, and how these factors affect the path? This study through intentional sampling, choose more current users. In-depth interviews were conducted among consumers in three social media (micro-blog, micro-letter, second shot). The initial interview materials were analyzed and studied by encoding grounded theory. Finally, a model of the impediments to consumers'online advertising behavior was established. Factors and consumer perceived social risk, perceived psychological risk, perceived functional risk and perceived security risk are the main factors that hinder consumers'online advertising behavior. The specific role paths of each factor and 16 specific empirical research hypotheses are proposed.
【作者单位】： 武汉大学新闻与传播学院;
【分类号】：F713.8;F713.55
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