發(fā)布時間：2018-06-03 13:21

  本文選題：生活形態(tài) + 廣告代言人��； 參考：《湖南師范大學(xué)》2009年碩士論文

【摘要】： 歷史上關(guān)于廣告效果研究中,不少研究對影響廣告效果的眾多因素進(jìn)行了深入地探討,但研究通常局限在廣告框架內(nèi)各種因素對代言人廣告效果的影響,而忽略了消費(fèi)者作為一個重要因素。本研究考慮到針對不同類型的代言人,不同類型的產(chǎn)品,不同的細(xì)分市場所反應(yīng)出的廣告效果有所不同,即以生活形態(tài)為細(xì)分基礎(chǔ)來探討不同的生活形態(tài)群體、不同代言人和不同涉入產(chǎn)品對廣告效果的影響如何,以了解生活形態(tài)、代言人、產(chǎn)品涉入與廣告效果間的關(guān)系,希望能提供給產(chǎn)品銷售者相關(guān)信息,以作為選擇廣告策略的參考。 本研究在以前研究的基礎(chǔ)上,采用實驗的方法,采用廣告心理學(xué)的方法,通過單因素(生活形態(tài))完全隨機(jī)設(shè)計和1個4×3×2(生活形態(tài)組群×代言人類型×涉入產(chǎn)品)三因素混合實驗設(shè)計來測生活形態(tài)、代言人和涉入產(chǎn)品對廣告效果的影響。實驗結(jié)果表明: 1.不同的生活形態(tài)組群在廣告代言人有效性重視程度上確實存在顯著性差異,假設(shè)得到驗證。 2.生活形態(tài)對廣告效果產(chǎn)生顯著差異,假設(shè)得到驗證。 3.代言人對品牌態(tài)度產(chǎn)生顯著差異,對購買意愿差異不顯著,假設(shè)得到部分驗證。 4.產(chǎn)品涉入對品牌態(tài)度產(chǎn)生顯著差異,對購買意愿差異不顯著,假設(shè)得到部分驗證。 5.生活形態(tài)與代言人之間存在交互作用。
[Abstract]:In the study of advertising effect in history, many studies have deeply discussed the factors that affect the advertising effect, but the research is usually confined to the influence of various factors on the advertising effect of the spokesman within the framework of advertising. And ignored consumer as an important factor. This study takes into account the different advertising effects reflected by different segments of the market for different types of spokesmen, different types of products and different segments of the market, that is, to explore different groups of life forms based on the subdivision of life forms. In order to understand the relationship between product involvement and advertising effect, we hope to provide relevant information to the product seller, in order to understand the life style, spokesman and the relationship between the product involvement and the advertising effect, in order to understand the impact of different spokesmen and different involved products on the advertising effect. As a reference for choosing advertising strategies. On the basis of previous research, this study adopts the method of experiment and the method of advertising psychology. The effects of single factor (life form) complete random design and one 4 脳 3 脳 2 (life form group 脳 spokesman type 脳 involved product) three factors experimental design on advertising effect were measured. The experimental results show that: 1. Different life style groups do have significant differences in the degree of effectiveness of advertising spokesmen, and the hypothesis is verified. 2. Life style has a significant difference in advertising effect, hypotheses are verified. 3. The spokesman has significant difference in brand attitude, but no significant difference in purchase intention. The hypothesis is partly verified. 4. There are significant differences in the attitude of product involvement to brand, but no significant difference in purchase intention. The hypothesis is partially verified. 5. There is interaction between life form and spokesman.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

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本文編號：1972925