本文選題：名人廣告 + 廣告可信度��； 參考：《武漢大學(xué)》2005年碩士論文

【摘要】：名人廣告是營銷傳播的一種重要方式,其在國內(nèi)外商業(yè)廣告中已經(jīng)占據(jù)了相當(dāng)高的比例,而且名人廣告的作用和其在實(shí)踐中遇到的問題越來越受到企業(yè)的關(guān)注。國外學(xué)者很早就對名人廣告展開了較深入的研究,得出了一些有價(jià)值的結(jié)論,但是目前還沒有從對廣告可信度評價(jià)的角度進(jìn)行研究,而且對于廣告信息源特征中的哪些因素影響著消費(fèi)者廣告可信度評價(jià),或者這些特征對消費(fèi)者品牌態(tài)度和購買意向存在怎樣的影響和作用以及其影響的途徑和程度等問題,在已有的研究還沒有得出比較一致的結(jié)論和解釋。 同時(shí),此領(lǐng)域的多數(shù)研究成果都是以美國、歐洲的一些較發(fā)達(dá)國家為研究背景的,國內(nèi)學(xué)者的這方面的研究還比較有限。而中國國內(nèi)欠發(fā)達(dá)的經(jīng)濟(jì)環(huán)境和具有特質(zhì)的社會(huì)背景會(huì)使得中國消費(fèi)者在對名人廣告的評價(jià)以及對廣告的行為反應(yīng)上與國外消費(fèi)者存在較大差異。因此,國外的研究結(jié)果對國內(nèi)企業(yè)實(shí)踐的實(shí)際指導(dǎo)作用可能也是有限的。 本文正是針對上述問題展開研究,在回顧國內(nèi)外相關(guān)文獻(xiàn)的基礎(chǔ)上,構(gòu)建了名人廣告源可信特征變量,廣告可信度,品牌態(tài)度和購買意向之間的概念模型,并用實(shí)證的方法對該模型進(jìn)行了驗(yàn)證和修正。 本文共由五部分組成:首先介紹了本研究的研究動(dòng)因和研究意義;其次是對國內(nèi)外相關(guān)文獻(xiàn)的回顧與梳理,并據(jù)此提出了本研究領(lǐng)域中存在的問題和擬達(dá)到的創(chuàng)新嘗試;第三部分是研究設(shè)計(jì)和數(shù)據(jù)收集,包括概念模型介紹,立論依據(jù)和假設(shè),問卷設(shè)計(jì),變量的定義和測量,數(shù)據(jù)的收集和樣本概況介紹;第四部分是數(shù)據(jù)分析,分別進(jìn)行了描述性統(tǒng)計(jì)分析,信效度分析和回歸分析,并對概念模型進(jìn)行了修正;第五部分是討論和結(jié)論,包括了概念模型中各變量的關(guān)系分析和解釋,主要研究結(jié)論和營銷建議,最后提出了研究的局限性和后續(xù)的研究方向。
[Abstract]:Celebrity advertising is an important way of marketing communication, it has occupied a high proportion in the commercial advertisements at home and abroad, and the role of celebrity advertising and the problems encountered in practice have been paid more and more attention by enterprises. Foreign scholars have carried out a deep study on celebrity advertising for a long time, and have drawn some valuable conclusions, but at present, they have not done any research on the evaluation of advertising credibility. Moreover, what factors in the characteristics of advertising information source affect the evaluation of consumer advertising credibility, or how these characteristics affect consumer brand attitude and purchase intention, as well as the ways and degrees of their influence, etc. In the existing research has not come to a more consistent conclusion and explanation. At the same time, most of the research results in this field are based on the United States and some more developed countries in Europe. However, the underdeveloped economic environment and special social background in China will make Chinese consumers differ from foreign consumers in their evaluation of celebrity advertisements and their responses to advertisements. Therefore, the results of foreign research may also be of limited practical guidance to domestic enterprises. On the basis of reviewing the relevant literature at home and abroad, this paper constructs a conceptual model between the trusted feature variables of celebrity advertising sources, advertising credibility, brand attitude and purchase intention. The model is verified and modified by empirical method. This paper consists of five parts: firstly, it introduces the research motivation and significance of this research; secondly, it reviews and combs the relevant literature at home and abroad, and then puts forward the existing problems and innovative attempts in this research field. The third part is the research design and the data collection, including the concept model introduction, the argument basis and the hypothesis, the questionnaire design, the variable definition and the measurement, the data collection and the sample introduction; the fourth part is the data analysis. Descriptive statistical analysis, reliability and validity analysis and regression analysis are carried out respectively, and the conceptual model is revised. The fifth part is the discussion and conclusion, including the relationship analysis and explanation of the variables in the conceptual model. The main research conclusions and marketing suggestions, finally, the limitations of the study and future research direction.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2005
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 劉尊禮;旅游購物傷害與旅行社顧客流失研究[D];四川大學(xué);2007年

2 陳偉強(qiáng);基于奢侈品態(tài)度的消費(fèi)決策研究[D];東華大學(xué);2007年

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本文編號(hào)：2073351