名人广告效果影响因素的实证研究

发布时间：2018-10-25 18:14

【摘要】：随着市场竞争环境日益激烈,传媒手段的日益丰富,使得名人广告越来越成为商家的新宠儿。现在企业也认识到科学地利用名人做广告可以迅速打开市场,并且能获得消费者的认同。与此同时,选择名人代言产品也存在着较大的风险,如果代言人不适合企业产品的形象,或者出现负面报道,这样都会使企业在广告大战中不战而败,甚至不能收回广告投资成本。网络、电视、杂志、报刊等传媒手段迅速发展,使得名人广告能够更好的展现在广大消费者的面前。因此,科学的选择名人代言对企业具有理论和实践意义。本文首先通过文献阅读,归纳了与名人广告密切相关的几种理论。即信源可信性模型、信源吸引力模型和匹配假设理论。通过对相关文献的总结,得出本文的研究模型以及相关假设。其次根据文章的需要设计了调查量表,并对量表进行了前测。第三,在问卷调查的基础上,利用SPSS13.0统计分析软件,对数据进行了分析,对名人广告影响因素的因子和广告效果的因子进行了验证。第四,通过相关分析和回归分析,得出了自变量各因子和因变量因子之间线性影响关系。最后,指出了本文的研究不足以及未来的研究方向。通过研究本文主要得出了下列结论: 1、进一步验证了名人特征,如吸引力、可信赖性、专业性、道德声誉与消费者的广告态度和购买意向之间存在着正向显著的影响。 2、验证了名人与商品的一致性也与消费者的广告态度和购买意向之间存在着正向显著的影响。 3、本文中涉及的五个自变量对广告态度的影响顺序依次是:名人与商品的一致性、吸引力、可信赖性、道德声誉和专业性。 4、广告态度和购买意向之间存在着正向显著的影响。
[Abstract]:With the increasingly fierce market competition environment and the increasingly rich media means, celebrity advertising has become a new favorite of merchants. Now companies also realize that using celebrity advertising scientifically can quickly open the market and gain consumer approval. At the same time, there is also a greater risk in choosing celebrity endorsement products. If spokesmen are not suitable for the image of the enterprise's products, or if negative reports appear, this will make the enterprise lose without fighting in the advertising war. Can not even recover the cost of advertising investment. Network, television, magazines, newspapers and other media means rapid development, so that celebrity advertising can be better displayed in front of the majority of consumers. Therefore, the scientific choice of celebrity endorsement has theoretical and practical significance for enterprises. First of all, through literature reading, this paper summarizes several theories closely related to celebrity advertising. That is source credibility model, source attraction model and matching hypothesis theory. Through the summary of relevant literature, the research model and related hypotheses are obtained. Secondly, the questionnaire is designed according to the need of the article, and the scale is pre-tested. Thirdly, on the basis of the questionnaire survey, this paper analyzes the data by using the SPSS13.0 software, and verifies the factors that influence the factors of celebrity advertising and the factors of advertising effect. Fourthly, by correlation analysis and regression analysis, the linear relationship between the factors of independent variables and dependent variables is obtained. Finally, the paper points out the deficiency of this paper and the future research direction. The main conclusions of this paper are as follows: 1. The characteristics of celebrities, such as attractiveness, trustworthiness, professionalism, are further verified. There is a positive and significant influence between moral reputation and consumers' advertising attitude and purchase intention. 2. It verifies that there is a positive relationship between celebrity and commodity consistency and consumer's advertising attitude and purchase intention (3) the influence order of the five independent variables in this paper on advertising attitude is the consistency of celebrity and commodity. Attractiveness, trustworthiness, moral reputation and professionalism.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

【参考文献】