本文選題：消費者生成廣告 + 真實性��； 參考：《財貿研究》2017年04期

【摘要】：以態(tài)度改變模型作為理論構建基礎,充分借鑒現(xiàn)有相關研究成果,從產(chǎn)品類型、廣告媒體和受眾性別三個方面探索影響消費者生成廣告真實性的因素,并采用劇院法進行實驗設計。研究結果顯示:受眾對體驗型產(chǎn)品的消費者生成廣告真實性感知高于搜索型產(chǎn)品,但在消費者生成廣告真實性維度上,受眾對搜索型產(chǎn)品的消費者生成廣告創(chuàng)作主體真實性感知與體驗型產(chǎn)品不存在差異;受眾對發(fā)布在自媒體平臺上的消費者生成廣告真實性感知高于發(fā)布在官方媒體上的消費者生成廣告,但在消費者生成廣告真實性維度上,受眾對發(fā)布在自媒體平臺上的消費者生成廣告形式真實性感知卻低于發(fā)布在官方媒體上的消費者生成廣告;女性受眾對消費者生成廣告真實性感知高于男性受眾,但在消費者生成廣告真實性維度上,女性受眾對消費者生成廣告產(chǎn)品/品牌真實性感知與男性受眾不存在差異。
[Abstract]:Taking the attitude change model as the theoretical basis and drawing on the existing relevant research results, this paper explores the factors that affect the authenticity of the advertising generated by consumers from three aspects: product type, advertising media and audience gender. And the theater method was used to design the experiment. The results show that the consumers' perception of the consumers' generated advertising authenticity is higher than that of the search products, but in the dimension of consumers' advertising authenticity, There is no difference between consumers' perception of authenticity and experiential products. The audience's perception of the authenticity of the consumer generated advertisement published on the media platform is higher than that of the consumer generated advertisement published on the official media, but in the dimension of consumer generated advertising authenticity. The audience perceived the authenticity of the consumer generated advertisement from the media platform but lower than that of the official media; the female audience had higher awareness of the authenticity of the consumer generated advertisement than the male audience. However, in the dimension of consumer generated advertising authenticity, there is no difference between female audience and male audience.
【作者單位】： 安徽財經(jīng)大學;復旦大學;
【基金】：國家自然科學基金重點項目“基于顧客參與的服務價值共創(chuàng)理論與模式研究”(71232008);國家自然科學基金青年項目“消費者生成廣告與企業(yè)廣告的協(xié)同效應及其形成機制研究”(71302142) 安徽省自然科學基金項目“受眾對消費者生成廣告真實性的感知及其影響研究”(1308085QG128)
【分類號】：F713.8

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本文編號：1966642