本文選題：個(gè)性化廣告　切入點(diǎn)：定制　出處：《安徽財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：消費(fèi)者每天面對(duì)著大量紛繁復(fù)雜的廣告信息,廣告的打擾性仍是困擾廣告主和消費(fèi)者的問(wèn)題之一。新媒體和新技術(shù)的發(fā)展使得個(gè)性化廣告變得可能,也為個(gè)性化廣告的發(fā)展提供了必要的條件。個(gè)性化廣告成為廣告主們爭(zhēng)相使用的重要手段,也是精準(zhǔn)營(yíng)銷(xiāo)發(fā)展的必然要求。定制被認(rèn)為是個(gè)性化廣告主要策略之一,被業(yè)界廣泛應(yīng)用于不同領(lǐng)域(Ansari and Mela,2003; Kalyanaraman and Sundar,2006)。然而,現(xiàn)有的關(guān)于個(gè)性化廣告的大部分研究多集中在技術(shù)層面,盡管一些研究已經(jīng)證實(shí)了定制的有效性,然而卻少有研究探討定制程度對(duì)個(gè)性化廣告效果的影響(Brinol and Petty,2006; Li and Kalyanaraman,2009)。此外,雖然大部分學(xué)者認(rèn)為定制的個(gè)性化廣告產(chǎn)生積極的心理效應(yīng)(Beniger,1987)；但是,目前仍然較少學(xué)者驗(yàn)證定制對(duì)個(gè)性化廣告效果影響的相關(guān)研究。 本文借鑒CAB (Cognition—Affection—Behavior)模型驗(yàn)證個(gè)性化廣告的心理效果,通過(guò)定制的四個(gè)維度：卷入度、相關(guān)性、有利性想法和懷疑度,來(lái)衡量定制對(duì)個(gè)性化廣告效果的影響程度。220位被試參與了正式試驗(yàn),有效樣本數(shù)為203例。結(jié)果表明：(1)在所有測(cè)量變量中,卷入度、相關(guān)性、有利性與個(gè)性化廣告效果正相關(guān),而懷疑度與廣告效果負(fù)相關(guān)。卷入度、相關(guān)性雖然對(duì)消費(fèi)者心理效果的情感過(guò)程中沒(méi)有直接產(chǎn)生影響,但是直接作用于消費(fèi)者購(gòu)買(mǎi)行為；(2)定制的有利性對(duì)個(gè)性化廣告效果影響顯著。這一結(jié)論說(shuō)明,個(gè)性化廣告中包含的有利性消息比重越大,越有可能引起消費(fèi)者的選擇性注意,進(jìn)而影響其購(gòu)買(mǎi)行為.
[Abstract]:Consumers are facing a lot of complicated advertising information every day, and the disturbance of advertisements is still one of the problems for advertisers and consumers. The development of new media and new technology makes personalized advertising possible. It also provides necessary conditions for the development of personalized advertising. Personalized advertising has become an important means for advertisers to use, and is also an inevitable requirement for the development of precision marketing. Customization is considered to be one of the main strategies of personalized advertising. Ansari and Melaj 2003; Kalyanaraman and Sundaran 2006.However, most of the existing research on personalized advertising has focused on the technical level, although some studies have confirmed the effectiveness of customization. However, little research has been done to explore the effect of customization on the effect of personalized advertising; Brinol and Pettyn 2006; Li and Kalyanaramanet 2009. In addition, although most scholars believe that customized personalized advertising has a positive psychological effect in 1987, At present, few scholars verify the effect of customization on the effect of personalized advertising. This paper uses the CAB Cognition-Affection-Behavior model to verify the psychological effects of individualized advertising. Through the four dimensions of customization: involvement degree, relevance, beneficial thought and suspicion, this paper analyzes the psychological effects of personalized advertising. To measure the impact of customization on the effect of personalized advertising. 220 participants participated in a formal experiment, with 203 effective samples. The results showed that: 1) in all the variables measured, the degree of involvement, relevance, advantage were positively correlated with the effect of personalized advertising. However, the degree of suspicion is negatively correlated with the effect of advertising. Although the degree of involvement and relevance has no direct effect on the emotional process of the psychological effect of consumers, However, the advantages of customization that directly affect consumer purchasing behavior have a significant impact on the effect of personalized advertising. This conclusion shows that the greater the proportion of favorable messages contained in personalized advertising, the more likely it is to attract consumers' selective attention. And then affect its purchase behavior.
【學(xué)位授予單位】：安徽財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.8

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本文編號(hào)：1577342