【摘要】： 廣告媒介可信度量表對(duì)于評(píng)價(jià)媒介所投放的廣告的可靠性具有重要意義。本研究采用定性和定量相結(jié)合的方法,對(duì)廣告媒介可信度的因子結(jié)構(gòu)進(jìn)行探討,并在此基礎(chǔ)上建立廣告媒介可信度的評(píng)價(jià)量表。研究過(guò)程主要分為三個(gè)步驟:第一個(gè)步驟采用焦點(diǎn)小組訪(fǎng)談的方式獲得廣告媒介可信度評(píng)價(jià)的基本條目,為下一步的調(diào)查研究提供問(wèn)卷設(shè)計(jì)的依據(jù);第二個(gè)步驟采用調(diào)查法探析廣告媒介可信度的因子結(jié)構(gòu)并對(duì)分析結(jié)果進(jìn)行信度和效度的檢驗(yàn),以保證因子結(jié)構(gòu)的可靠性。第三個(gè)步驟采用效標(biāo)量表,分別從指標(biāo)、因子結(jié)構(gòu)、整體量表三個(gè)角度對(duì)廣告媒介可信度評(píng)價(jià)量表進(jìn)行有效性檢驗(yàn)。 研究結(jié)果表明:①?gòu)V告媒介可信度包含2個(gè)因子,分別為“真實(shí)性”因子和“影響力”因子�！罢鎸�(shí)性”因子包括:“信息真實(shí)”、“信息準(zhǔn)確無(wú)誤”、“信息沒(méi)有欺騙意圖”、“不發(fā)布虛假?gòu)V告”、“廣告不夸張”5個(gè)條目。“影響力”因子包括:“媒介覆蓋范圍廣,受眾多”、“是受關(guān)注的媒介”、“媒介存在的時(shí)間長(zhǎng)”3個(gè)條目。②廣告媒介可信度的因子結(jié)構(gòu)具有較高的信度和結(jié)構(gòu)效度:2個(gè)因子的信度系數(shù)Cronbachα超過(guò)了0.80,2個(gè)因子的方差貢獻(xiàn)率超過(guò)了73.50%。③廣告媒介可信度量表具有較高的效度,對(duì)大陸的廣告媒介可信度評(píng)價(jià)表明,量表評(píng)價(jià)與效標(biāo)評(píng)價(jià)具有高度的一致性。④對(duì)14個(gè)媒體的廣告可信度量表評(píng)價(jià)發(fā)現(xiàn),所選媒體的廣告可信度量表評(píng)價(jià)平均得分從高到低依次為:CCTV-1、《南方周末》、中央人民廣播電臺(tái)、《鳳凰周刊》、人民網(wǎng)、騰訊網(wǎng)、廈門(mén)衛(wèi)視、廈門(mén)交通廣播電臺(tái)、《海峽導(dǎo)報(bào)》、《知音》、城市T頻道、樓宇廣告、短信、戶(hù)外廣告。⑤傳統(tǒng)的媒介影響力指標(biāo)仍然有著十分重要的作用,媒介購(gòu)買(mǎi)當(dāng)中仍然需要參考廣告媒介影響力的量化指標(biāo)。
[Abstract]:The Advertising Media credibility scale is of great significance in evaluating the reliability of advertisements placed by the media. In this study, the qualitative and quantitative methods are used to explore the factor structure of the credibility of advertising media, and on the basis of this, the evaluation scale of credibility of advertising media is established. The research process is divided into three steps: the first step is to obtain the basic items of the credibility evaluation of advertising media by focus group interview to provide the basis of questionnaire design for the next research; The second step is to investigate the factor structure of advertising media credibility and test the reliability and validity of the analysis results to ensure the reliability of the factor structure. In the third step, the validity of the rating scale of credibility of advertising media is tested from three aspects: index, factor structure and whole scale. The results show that: 1 advertising media credibility includes two factors, namely "authenticity" factor and "influence factor". The factors of "authenticity" include: "information is true", "information is accurate", "information has no intention to deceive", "do not publish false advertisement", "advertisement is not exaggerative" 5 items. The factors of "influence" include: "the media has a wide range of coverage and a large number of", "is the media of concern", The factor structure of the credibility of advertising media has high reliability and structural validity: the reliability coefficient of two factors Cronbach 偽 exceeds 0.80, and the variance contribution rate of two factors exceeds 73.50.3 advertising. The media reliability scale has high validity. The evaluation of the credibility of advertising media in mainland China shows that there is a high consistency between the scale evaluation and the effectiveness evaluation. The average scores of the selected media from high to low were: CCTV-1, Southern weekend, Central people's Radio, Phoenix Weekly, people's Daily, QQ.com, Xiamen Satellite TV, Xiamen Traffic Radio, "Channel Guide", "intimate Voice", City T Channel, Building Advertising, short message, Outdoor Advertising. 5 traditional media influence indicators still play a very important role. Media purchase still needs to refer to the quantitative index of advertising media influence.
【學(xué)位授予單位】：廈門(mén)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：G206;F713.8

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 劉瓊;中國(guó)網(wǎng)絡(luò)新聞可信度研究[D];華中科技大學(xué);2011年

相關(guān)碩士學(xué)位論文 前1條

1 李曉妹;傳播學(xué)視域中的企業(yè)形象廣告研究[D];沈陽(yáng)航空航天大學(xué);2011年

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本文編號(hào)：2152222