本文選題：手機(jī)廣告 + 手機(jī)廣告特性　； 參考：《吉林大學(xué)》2011年碩士論文

【摘要】：在現(xiàn)有文獻(xiàn)中,已經(jīng)有很多學(xué)者對傳統(tǒng)廣告形式的消費(fèi)者態(tài)度進(jìn)行了大量研究。手機(jī)市場的高滲透率為手機(jī)廣告的發(fā)展提供了契機(jī),然而在現(xiàn)有文獻(xiàn)中,鮮有對手機(jī)廣告態(tài)度的相關(guān)研究。鑒于現(xiàn)有研究的欠缺,本文試圖建立一個(gè)模型,以探究手機(jī)廣告特性對消費(fèi)者手機(jī)廣告態(tài)度的影響。通過構(gòu)建理論模型,以便更好的了解消費(fèi)者是否愿意接受手機(jī)廣告,以及手機(jī)廣告特性對消費(fèi)者手機(jī)廣告態(tài)度的影響作用,為廣告態(tài)度研究領(lǐng)域作出理論貢獻(xiàn)。在實(shí)踐上,旨在為營銷人員提供指導(dǎo),使其能更好的利用手機(jī)廣告開展?fàn)I銷活動,達(dá)到相應(yīng)的營銷目的。 為了達(dá)成本文的研究目的,本文首先回顧了先前學(xué)者關(guān)于手機(jī)廣告態(tài)度以及影響因素所做的研究,構(gòu)建了理論框架并提出了本文的研究假設(shè): H1:手機(jī)廣告的個(gè)性化對消費(fèi)者的手機(jī)廣告態(tài)度具有正向影響作用H2:手機(jī)廣告的娛樂性對消費(fèi)者的手機(jī)廣告態(tài)度具有正向影響作用H3:手機(jī)廣告的可信性對消費(fèi)者的手機(jī)廣告態(tài)度具有正向影響作用H4:手機(jī)廣告的冒犯性對消費(fèi)者的手機(jī)廣告態(tài)度具有負(fù)向影響作用 為了驗(yàn)證本文提出的假設(shè),本文基于先前學(xué)者的成熟量表設(shè)計(jì)了調(diào)查問卷,針對大學(xué)生進(jìn)行了調(diào)研,針對所收集到的數(shù)據(jù),本文采用了SPSS統(tǒng)計(jì)分析軟件進(jìn)行了描述性統(tǒng)計(jì)分析,信度,效度,相關(guān)性以及回歸分析。經(jīng)過數(shù)據(jù)的處理,我們得出結(jié)論,消費(fèi)者對于手機(jī)廣告仍是持有消極態(tài)度,除了冒犯性對消費(fèi)者的手機(jī)廣告態(tài)度具有負(fù)向影響作用以外,其余變量對消費(fèi)者的手機(jī)廣告態(tài)度均具有正向影響作用,其中個(gè)性化對于消費(fèi)者的手機(jī)廣告態(tài)度影響最大,其次是可信性、冒犯性和娛樂性。 在營銷活動中,企業(yè)為了獲得有利的競爭優(yōu)勢,需要更多的關(guān)注顧客的需求,從顧客的角度出發(fā)尋求滿足顧客需求的方式,提升顧客滿意,建立良好的顧客關(guān)系。通過了解每一個(gè)個(gè)體的需求,有效地滿足特定場合下每位顧客的需求,從而通過建立這種有意義的一對一的關(guān)系來實(shí)現(xiàn)顧客忠誠(Riecken 2000)。為了獲得競爭優(yōu)勢,企業(yè)需要利用相關(guān)的技術(shù)來開展實(shí)時(shí)的個(gè)性化營銷(Greer T.H. M.B. Murtaza 2003)。另外,要想切實(shí)提高消費(fèi)者對手機(jī)廣告的認(rèn)可,營銷人員要切實(shí)提升消費(fèi)者對廣告的真實(shí)性和可信度的總體感知,在發(fā)送信息的渠道選擇方面,一定要選擇可被消費(fèi)者信任的渠道。當(dāng)發(fā)送的廣告是打攪的、冒犯的、無禮的,消費(fèi)者就會把這些信息當(dāng)成是具有冒犯性的廣告(Ducoffe, R.H. 1996)。當(dāng)采用侵入性的戰(zhàn)術(shù)來吸引消費(fèi)者時(shí),往往會觸怒消費(fèi)者(Zhang, P. 2000),導(dǎo)致消費(fèi)者情緒上的反對。企業(yè)也要注意在實(shí)施手機(jī)廣告營銷時(shí),顧及到消費(fèi)者的情緒以提高營銷效果。 雖然本文的研究假設(shè)得到了證實(shí),并且也得出了本文的基本結(jié)論,但是本文仍存在有諸多不足之處。主要有三點(diǎn):1.由于本文作者水平和時(shí)間的限制,沒有對所有相關(guān)領(lǐng)域內(nèi)的文獻(xiàn)進(jìn)行逐一研究,對于接觸領(lǐng)域內(nèi)的文獻(xiàn)的把握還不夠全面。2.另外,調(diào)研問卷雖然是在成熟量表的基礎(chǔ)上修改得來的,但是因?yàn)橘Y金和時(shí)間的限制,調(diào)研對象絕大部分是大學(xué)生,雖然該部分人群是手機(jī)廣告的目標(biāo)客戶群,但是仍不能避免樣本存在有一定的局陷性,不能夠很好的代表手機(jī)廣告受眾的所有類型。3.經(jīng)過全力收集問卷,最終的有效問卷數(shù)為203份,樣本量有限,沒有達(dá)到實(shí)證分析要求的最優(yōu)數(shù)目,可能會導(dǎo)致數(shù)據(jù)分析出現(xiàn)一定的偏差。4.本文的研究側(cè)重點(diǎn)是手機(jī)廣告形式中的短信廣告形式,但是隨著技術(shù)的進(jìn)一步發(fā)展,并不能完全代表手機(jī)廣告的所有類型。針對這四點(diǎn)不足之處,希望以后的學(xué)者能夠選取更多的樣本,并且更多的考慮手機(jī)廣告的新形式以進(jìn)一步驗(yàn)證本文的研究成果,從而更加豐富本研究的理論。
[Abstract]:In the existing literature, a lot of scholars have done a lot of research on the attitudes of traditional advertising forms of consumers. The high permeability of the mobile phone market provides an opportunity for the development of mobile advertising. However, there are few related research on the attitude of mobile advertising in the existing literature. This paper explores the influence of the characteristics of mobile advertising on the attitude of consumer mobile advertising. Through the construction of a theoretical model to better understand whether consumers are willing to accept mobile advertising and the impact of the characteristics of mobile advertising on the attitude of consumers' mobile advertising, it makes a theoretical contribution to the research field of advertising attitude. In practice, the aim is to serve as a marketing person. Members provide guidance so that they can make better use of mobile advertising to carry out marketing activities to achieve the corresponding marketing objectives.
In order to achieve the purpose of this study, this paper first reviews the previous scholars' research on the attitude of mobile advertising and the influencing factors, constructs a theoretical framework and puts forward the research hypothesis: the individualization of H1: mobile advertising has a positive impact on the consumer's attitude to mobile advertising, which has a positive effect on the entertainment of H2: mobile advertising. The attitudes of H3: mobile ads have positive impact on the attitude of consumers' mobile advertising. The offense of H4: mobile advertising has a negative impact on the consumer's mobile advertising attitude.
In order to verify the hypothesis proposed in this paper, this paper designed a questionnaire based on the mature scale of previous scholars, conducted a survey on the college students. In view of the collected data, this paper uses the SPSS statistical analysis software to carry out descriptive statistical analysis, reliability, validity, correlation and regression analysis. After data processing, we get the conclusion Conclusion, consumers still have a negative attitude towards mobile advertising. In addition to the negative impact of offense on the consumer's mobile advertising attitude, the other variables have a positive impact on the attitude of consumers' mobile advertising, and individualization has the greatest impact on the attitude of consumers' handset advertising, followed by credibility. Offense and entertaining.
In order to gain a favorable competitive advantage, the enterprise needs more attention to the customer's needs, from the perspective of the customer to seek the way to meet the customer's needs, to improve the customer satisfaction and to establish a good customer relationship. By understanding the needs of each individual, it can effectively meet the needs of every customer in a particular situation, so that the needs of each customer can be effectively met. To build this meaningful one to one relationship to achieve customer loyalty (Riecken 2000). In order to gain competitive advantage, enterprises need to use related technologies to carry out real-time personalized marketing (Greer T.H. M.B. Murtaza 2003). In addition, in order to effectively improve the recognition of consumers' adversaries' advertising, the marketers should improve consumers effectively. The overall perception of the authenticity and credibility of the advertisement must choose channels that can be trusted by the consumer in the choice of channels for sending information. When the advertisement is disturbed, offended and insolent, the consumer will think of this information as an offensive broad (Ducoffe, R.H. 1996). When consumers attract consumers, they tend to anger consumers (Zhang, P. 2000) and cause emotional opposition to consumers. Enterprises should also pay attention to the consumer sentiment in order to improve their marketing effects when implementing mobile advertising marketing.
Although the research hypothesis of this paper has been confirmed and the basic conclusion of this paper is drawn, there are still many shortcomings in this paper. There are three main points in this paper: 1. because of the limitation of the author's level and time, the literature in all related fields is not studied one by one and the literature in the contact field is not fully understood. .2. also, although the questionnaire was revised on the basis of the mature scale, most of the subjects were college students because of the limitation of funds and time. Although this part of the population is the target customer group of mobile advertising, the sample still can not avoid a certain depression, and can not be a good representative of mobile advertising. All types of.3. are fully collected. The final number of effective questionnaires is 203. The sample size is limited and the optimal number of empirical analysis is not reached. It may lead to a certain deviation in the analysis of data.4.. The focus of this paper is the form of short letter advertisement in the form of mobile advertising, but with the further development of Technology It does not fully represent all types of mobile advertising. In view of the shortcomings of these four points, we hope that later scholars will be able to select more samples and consider more new forms of mobile advertising to further verify the research results of this paper, thus enriching the theory of this study.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F713.8

【引證文獻(xiàn)】

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2 蔣杉杉;手機(jī)APP廣告點(diǎn)擊意愿的影響因素研究[D];電子科技大學(xué);2013年

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本文編號：2053023