本文選題：懷舊訴求　切入點(diǎn)：產(chǎn)品卷入度　出處：《西南交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：懷舊廣告通過廣告之中的懷舊線索,運(yùn)用懷舊主題使人們懷念起過去的美好時光,激發(fā)消費(fèi)者的懷舊情感,從而搭建起消費(fèi)者與品牌/產(chǎn)品之間的溝通橋梁,使之能夠給予廣告更高的關(guān)注和更積極的廣告/品牌態(tài)度。隨著學(xué)者們對于懷舊訴求的研究逐步展示了懷舊訴求在市場營銷領(lǐng)域中的重要地位。作為這樣一種新興的廣告訴求方式,國內(nèi)對于懷舊訴求廣告的研究更多的集中在理論方法,因此,本文采用眼動研究方法,通過兩個實(shí)驗(yàn)方案,考察懷舊訴求廣告對消費(fèi)者的注視影響規(guī)律,得出相應(yīng)結(jié)論,以期為當(dāng)前研究理論做一些補(bǔ)充,并為廣告商的廣告設(shè)計(jì)及廣告使用提供客觀的參考依據(jù)。本文實(shí)驗(yàn)一采用眼動實(shí)驗(yàn)考察了懷舊訴求與非懷舊訴求兩種訴求方式廣告是否對被試的注視規(guī)律造成影響,并考慮性別因素。實(shí)驗(yàn)一相應(yīng)結(jié)論如下所示：(1)消費(fèi)者對于懷舊訴求背景的關(guān)注顯著高于非懷舊訴求背景。(2)男性女性被試均受到了懷舊訴求背景的吸引,實(shí)驗(yàn)證明女性被試更能夠受到懷舊訴求背景的吸引。(3)女性在懷舊訴求方式下對于商品興趣區(qū)的注視程度顯著高于男性注視程度；而男性在懷舊訴求方式下對于文本興趣區(qū)的注視程度顯著高于女性注視程度。實(shí)驗(yàn)二在實(shí)驗(yàn)一的基礎(chǔ)上加入了產(chǎn)品卷入度這一因素,研究懷舊訴求廣告對男女消費(fèi)者的注視影響,得到以下結(jié)論：(1)產(chǎn)品卷入度的水平高低對消費(fèi)者關(guān)注廣告軌跡產(chǎn)生了影響。高卷入度產(chǎn)品的懷舊訴求廣告獲得了最高的背景注視程度,其次是低卷入度產(chǎn)品的懷舊訴求廣告。(2)女性被試更容易受到懷舊訴求廣告背景的影響,相比男性的注視程度更高。(3)懷舊訴求下低卷入度商品興趣區(qū)獲得的注視程度高于高卷入度產(chǎn)品,并且得到女性的更多關(guān)注。懷舊訴求下高卷入度商品文本興趣區(qū)獲得了最高的關(guān)注,而懷舊訴求下低卷入度商品文本興趣區(qū)得到的關(guān)注最低。
[Abstract]:Nostalgia ads use nostalgic themes to remind people of the good times of the past and stimulate the nostalgic feelings of consumers through the nostalgic clues in the advertisements, thus building a bridge between consumers and brands / products. So that it can give more attention to advertising and more active advertising / brand attitude. As scholars' research on nostalgia appeal has gradually demonstrated the importance of nostalgia in the field of marketing. As such a new kind of new. The way of advertising appeal, Domestic research on nostalgic appeal advertising is more focused on theoretical methods. Therefore, this paper uses eye movement research method, through two experimental schemes, to investigate the influence of nostalgic appeal advertising on consumers' attention, and draw the corresponding conclusions. With a view to making some additions to the current research theory, In the first experiment, we used eye movement experiment to investigate whether the advertising of nostalgia appeal and non-nostalgia appeal had an effect on the subjects' attention law. The results of experiment 1 showed that: 1) consumers' attention to the background of nostalgia appeal was significantly higher than that of non-nostalgic appeal background. All the male and female subjects were attracted by the nostalgic appeal background. The experiment proved that female subjects were more attracted by nostalgia appeal background. (3) female gazing degree of commodity interest area was significantly higher than that of male under nostalgic appeal mode; However, the degree of gaze of men to the area of interest in the text was significantly higher than that of women in the nostalgic way. Experiment 2 added the factor of product involvement to the basis of experiment 1. To study the impact of nostalgia advertising on the attention of male and female consumers, The following conclusions are drawn: 1) the level of product involvement has an impact on the track of consumer attention to advertising. The nostalgic appeal advertising of high-involvement products obtains the highest degree of background attention. Secondly, the nostalgic appeal advertising of low-involvement products.) female subjects are more likely to be influenced by the background of nostalgic appeal advertising. Compared with the male, the gazing degree was higher. 3) under the nostalgia demand, the low involvement commodity interest area obtained the attention degree higher than the high involvement product. And get more attention from women. The area of interest in high involvement commodity text under nostalgia appeal got the highest attention, while the interest area of low involvement commodity text under nostalgia demand got the lowest attention.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8;F713.55

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本文編號：1633531