本文選題：消費者生成廣告　切入點：企業(yè)廣告　出處：《安徽財經(jīng)大學(xué)》2016年碩士論文

【摘要】：隨著體驗經(jīng)濟時代的到來,消費者更傾向于通過搜索、互動、分享或共同設(shè)計而更多地涉入消費過程,這種過程會使越來越多的人傾向于相信消費者提供的信息,而不是企業(yè)提供的信息,這種態(tài)度的轉(zhuǎn)變促使消費者生成廣告這一新的廣告形式應(yīng)運而生。而傳統(tǒng)的企業(yè)廣告仍然具有相當(dāng)龐大的觀看人群以及影響力,尤其是新興的網(wǎng)絡(luò)視頻廣告以其精準(zhǔn)的定位、龐大的信息量、精彩的視覺體驗吸引了大部分網(wǎng)絡(luò)視頻觀看者的注意。在這種新型和舊型廣告沖突和并存的情況下,研究產(chǎn)品或者品牌如何吸引消費者的注意,為他們留下深刻而美好的印象具有極為重要的實踐意義。本文選擇最流行的媒體——網(wǎng)絡(luò)視頻作為協(xié)同的媒介,分析消費者生成廣告與企業(yè)廣告的整合效果。本文在閱讀整合營銷傳播、網(wǎng)絡(luò)廣告心里策略和消費者注意力等文獻的基礎(chǔ)上,通過其他學(xué)者對廣告協(xié)同效應(yīng)的研究,構(gòu)建了受眾對消費者生成廣告與企業(yè)廣告的整合反應(yīng)模型,并在這一模型的基礎(chǔ)上假設(shè)同時投放消費者生成廣告與企業(yè)廣告不僅不會產(chǎn)生協(xié)同效應(yīng),反而單獨投放企業(yè)廣告的效果最優(yōu)。本研究采用實驗室實驗的方法對以上的假設(shè)進行驗證,分別選取了體驗型產(chǎn)品和搜索型產(chǎn)品這兩種不同類型的產(chǎn)品進行研究,整個實驗共分為八組,每種產(chǎn)品分別對應(yīng)四組,在廣告投放次數(shù)相同的情況下,各組分別在同一媒體環(huán)境下完成相應(yīng)廣告投放的刺激。通過數(shù)據(jù)收集和分析得到如下結(jié)論:企業(yè)廣告在感知信息可信度、感知品牌可信度、品牌態(tài)度以及廣告態(tài)度等方面比消費者生成廣告和企業(yè)廣告整合的效果好,而在感知廣告可信度和購買傾向等方面沒有顯著差異;消費者生成廣告和企業(yè)廣告的整合在感知廣告態(tài)度以及購買傾向等方面比消費者生成廣告的效果好,而在感知信息可信度、感知品牌可信度、感知廣告可信度以及品牌態(tài)度等方面沒有顯著差異;消費者對企業(yè)廣告的評價在體驗型產(chǎn)品中全部優(yōu)于消費者生成廣告,而在搜索型產(chǎn)品中沒有顯著差異。最后,根據(jù)本文的研究結(jié)論為企業(yè)如何有效的利用消費者生成廣告提供幾點營銷建議,并提出本文的理論意義、研究不足以及進一步的研究方向。
[Abstract]:With the advent of the experience economy, consumers tend to be more involved in the process of consumption through search, interaction, sharing or co-design, which leads more and more people to believe in the information provided by consumers.Rather than the information provided by enterprises, this shift in attitude has prompted consumers to generate advertising as a new form of advertising.But the traditional enterprise advertisement still has the quite huge audience and the influence, especially the emerging network video advertisement with its accurate localization, the huge amount of information,The wonderful visual experience has attracted the attention of most online video viewers.In this new and old advertising conflict and coexistence, it is of great practical significance to study how the product or brand attracts the attention of consumers, leaving a deep and good impression on them.In this paper, the most popular media-network video is chosen as the collaborative medium to analyze the integration effect of consumer generated advertising and corporate advertising.On the basis of reading the literature of integrated marketing communication, psychological strategy of online advertising and consumer attention, this paper studies the synergistic effect of advertising by other scholars.Based on this model, the author constructs a model of audience response to the integration of consumer generated advertising and enterprise advertising, and assumes that not only will there be no synergistic effect, but also the simultaneous placement of consumer generated advertising and corporate advertising will not produce a synergistic effect.Instead, the effect of individual corporate advertising is optimal.This research uses the laboratory experiment method to verify the above hypothesis, selects the experience product and the search type product these two different types of products to carry on the research, the whole experiment altogether divides into eight groups, each kind of product corresponds to four groups,In the case of the same number of advertising, each group in the same media environment to complete the corresponding advertising stimulation.Through data collection and analysis, the following conclusions are drawn: corporate advertising is more effective than the integration of consumer advertising and corporate advertising in perceived information credibility, perceived brand credibility, brand attitude and advertising attitude.However, there is no significant difference in perceived advertising credibility and purchase propensity. The integration of consumer generated advertising and corporate advertising is more effective than consumer generated advertising in terms of perceived advertising attitude and purchase tendency.However, there is no significant difference in perceived information credibility, perceived brand credibility, perceived advertising credibility and brand attitude.There is no significant difference in search products.Finally, according to the conclusion of this paper, it provides several marketing suggestions for enterprises how to effectively use the consumer to generate advertising, and puts forward the theoretical significance of this paper, the lack of research and further research direction.
【學(xué)位授予單位】：安徽財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F713.8

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