在不同的涉入程度下感性广告对青少年产生的效果研究
发布时间：2018-11-01 14:56
【摘要】：二十世纪传播效果理论的三个转向，逐步确立了受众在传播过程中的主体地位，这是人性的胜利。渐化到广告领域的表征，就是九十年代以来感性广告占据了主导地位，广告效果的生成机制中，消费者的个性、心理过程更多地成为业界的研究重点。所以本研究为了揭示感性广告对不同年龄层次的消费者实际产生的效果情况，以在校的青少年作为研究的对象，，结合相关的理论和研究成果，借助实证研究的方法，对此进行了初步的探讨。本论文的研究采用问卷法，先在系统分析和文献研究的基础上，提出问题及理论的假设，在参考已有问卷的基础之上，自行设计了一份调查问卷。经过小样本预测、修正，形成了一份包括七十个项目的正式问卷。以青少年为研究对象，通过对样本的现场施测，回收有效问卷174份，数据经统计分析，结果与研究的假设基本一致，基本达到预定的目的。主要结果如下：青少年对于不同的产品的广告效果都会因为感性的诉求方式而改变，但低涉入产品较高涉入产品改变程度更高，在有促销的情景下表现更为突出。高涉入程度产品在促销的情景下效果变化不够显著。这些结论对目前快速消费品、耐用消费品在针对青少年目标消费群实施广告策略时具有一定的参考意义。另外，本研究所遗留的问题也给本课题未来的研究者们提供了进一步研究的空间。
[Abstract]:The three turns of the theory of communication effect in the 20 ~ (th) century gradually established the main position of the audience in the process of communication, which is the victory of human nature. The gradual representation in the field of advertising is that perceptual advertising has occupied a dominant position since the 1990s. In the generation mechanism of advertising effect, consumers' personality and psychological process have become the focus of research in the industry. Therefore, in order to reveal the actual effect of perceptual advertising on consumers of different age levels, this study takes teenagers in school as the object of study, combined with relevant theories and research results, with the help of empirical research methods. This article has carried on the preliminary discussion to this. Based on the systematic analysis and literature research, this paper presents the questions and theoretical assumptions, and designs a questionnaire based on the existing questionnaires. A formal questionnaire consisting of 70 items was formed after a small sample prediction and revision. Taking teenagers as the research object, 174 valid questionnaires were collected through the field test of the samples. The data were statistically analyzed and the results were basically consistent with the hypothesis of the study, and the intended purpose was basically achieved. The main results are as follows: the advertising effect of teenagers for different products will be changed because of perceptual appeal, but the low involvement product is higher than the high involvement product, and the performance is more prominent under the situation of promotion. The effect of high-involvement product is not significant enough under the circumstance of promotion. These conclusions have some reference significance for FMCG and consumer durables in implementing advertising strategy for the target consumer groups of adolescents. In addition, the problems left by this study also provide further research space for future researchers.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：G206
本文编号：2304261
[Abstract]:The three turns of the theory of communication effect in the 20 ~ (th) century gradually established the main position of the audience in the process of communication, which is the victory of human nature. The gradual representation in the field of advertising is that perceptual advertising has occupied a dominant position since the 1990s. In the generation mechanism of advertising effect, consumers' personality and psychological process have become the focus of research in the industry. Therefore, in order to reveal the actual effect of perceptual advertising on consumers of different age levels, this study takes teenagers in school as the object of study, combined with relevant theories and research results, with the help of empirical research methods. This article has carried on the preliminary discussion to this. Based on the systematic analysis and literature research, this paper presents the questions and theoretical assumptions, and designs a questionnaire based on the existing questionnaires. A formal questionnaire consisting of 70 items was formed after a small sample prediction and revision. Taking teenagers as the research object, 174 valid questionnaires were collected through the field test of the samples. The data were statistically analyzed and the results were basically consistent with the hypothesis of the study, and the intended purpose was basically achieved. The main results are as follows: the advertising effect of teenagers for different products will be changed because of perceptual appeal, but the low involvement product is higher than the high involvement product, and the performance is more prominent under the situation of promotion. The effect of high-involvement product is not significant enough under the circumstance of promotion. These conclusions have some reference significance for FMCG and consumer durables in implementing advertising strategy for the target consumer groups of adolescents. In addition, the problems left by this study also provide further research space for future researchers.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：G206
【引证文献】
相关博士学位论文 前1条
1 王霞;顾客满意对价格容忍度的影响研究[D];清华大学;2005年
相关硕士学位论文 前1条
1 田婷婷;诉求方式、表现形式及网络口碑对微博广告心理效果的影响[D];苏州大学;2012年
本文编号：2304261
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