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论文编号：	4545
作者编号：	1120070710
上传时间：	2012/6/21 16:10:19
中文题目：	基于消费者认知视角的网络广告效果影响因素研究
英文题目：	A Study of the Influencing Factors of the Internet Advertising Effect Based on the Customer Perceiving Perspective
指导老师：	白长虹
中文关键字：	网络广告；广告效果； 影响因素；消费者认知视角
英文关键字：	Internet Advertising; Advertising Effect; Influencing factors; Customer Perceiving Perspective
中文摘要：	互联网在营销领域正扮演着日益重要的角色，与网络广告市场高速增长相对应的是，网络广告拦截软件的广泛使用体现着消费者对广告的抵御。当前网络广告实践深受传统广告思维影响，侵犯用户现象比比皆是，广告受众往往被视为被动的、不加思考的、顺从的个体，只要广告的展示与暴露够强，受众就必定“中弹”。纵观当下的网络广告理论研究，研究框架多由传统广告研究脱胎而来，理论的运用大多是现有研究已经得到的结果。正如Cho and Khang's (2006)所指出的那样，包括网络广告研究在内的网络传播研究中没有新理论。消费者往往视为被动的信息接收者，侧重单向劝服。而就网络营销而言，作为一种全新媒介，互联网赋予了消费者更多的信息控制权，消费者在网络营销沟通中扮演着更加积极与主动的角色，主导整个营销沟通过程，他们是积极的媒介使用者(Hanjun Ko,2005)，主动利用媒介满足自身的目的与需求，网络广告研究的视角亟待转换。对于广告商和企业来讲，了解消费者看待网络广告的态度以及处理网络广告的方式就变得尤为重要(Cho,1999)。作为“积极受众”的网络使用者，他们是如何接收广告信息的？网络营销沟通如何发掘广告对于消费者的价值？网络广告与传统广告的效果作用环节有何不同？这是本研究关注的问题。本研究立足消费者认知视角，探讨影响网络广告效果的因素。主要研究目的包括两个方面，其一，由消费者对于网络的“使用与满足”出发，探讨消费者对网络广告价值的感知及其对广告效果的影响；其二，检视网络广告与传统广告效果作用环节的差异，观察广告互动是如何对广告效果产生影响的。当研究目的是要揭示影响个人意见、行为或动机的相关因素时，适合用焦点小组访谈法(Krueger & Casey, 2000)。本研究分别针对学生族群与上班族群设计2场次焦点小组访谈，采用内容分析分析所获资料，对网络使用者对网络广告的感知价值展开探索研究。并结合文献研究和访谈研究的结论构建了基于消费者认知视角的网络广告效果作用概念模型，通过调查研究验证模型，先选取了358份学生群体为主的样本进行预调研，对问卷测量问项进行了修正。在此基础之上选取了803份样本实施规模性问卷调研，使用以结构方程模型为主的数据分析方法对模型和假设进行了实证检验。本研究的研究结论总结如下： 1、在Ducoffe (1996)研究的基础上，本研究通过焦点小组访谈方法进一步识别了消费者对于网络广告价值感知的主要方面，包括与“感知利得”相关的可感知的信息性、可感知娱乐性、可感知的相关性；以及与“感知利失”相关的可感知的目标障碍、可感知的广告繁乱。 2、通过实证研究验证，消费者对网络广告的价值感知与对待网络广告的态度显著相关。消费者对网络广告信息性的感知、娱乐性的感知以及相关性的感知，均能促进消费者对待网络广告的积极态度；消费者对网络广告目标障碍的感知，将带来消费者对待网络广告的消极态度。 3、通过实证研究验证，消费者对待网络广告的积极态度能够促进消费者对于广告互动的参与，这种参与包括“人-信息”互动与“人-人”互动两个方面，消费者参与“人-信息”互动将会带来积极的品牌态度与购买意愿。消费者与广告之间的信息互动受广告态度影响，又进一步影响消费者对待品牌的态度，成为广告效果作用的重要环节。 4、通过实证研究验证，消费者对待网络广告的积极态度与对待品牌的积极态度正相关，消费者对待网络广告的积极态度、对待品牌的态度与购买意愿正相关。本研究充分考虑网络广告与传统广告沟通机制的差异，构建了基于消费者认知视角的网络广告效果作用模型；从“感知利得”与“感知利失”双维度考察消费者广告认知对于广告效果的影响，整合并拓展了前人关于网络广告效果影响因素的研究；结合网络营销沟通的特殊性，验证了互动作为网络广告效果作用环节的问题，丰富了广告效果理论中关于广告层级效果的研究。本研究同时有助于广告商和企业分析消费者对网络广告的价值需求、识别传播障碍、发展网络广告有效传播的对策，为中国网络广告的可持续性发展提供可行的参考方案。
英文摘要：	Internet plays a more and more important role in marketing area nowadays, what responds to the fast growth of the internet advertising is the comprehensive use of the internet advertising interception software, which indicates that the comsumers resist to advertising. Now the internet advertising practice is deeply affected by the traditional advertising thinking, as a result, it always violates the users, and advertisement audiences are always regarded as passive, unthinking and obedient individuals, therefore the audience is sure to be “shot” if only the showing and exposing of advertising is enough. If a general survey of the current theoretical reseachs of internet advertising is made, it is easy to find that the research framework is mosly born out of the traditional advertising research, and the practice of the theory is most the outcome of the current research. Jus as Cho and Khang’s hav pointed out that there is no new theory for internet communication research including advertising. Consumers are always regarded as passive information receiver, and they are just paid attention to the one-way persuasion. However, as a new media for network maketing, internet enpower consumers more rights for information control, and consumers plays a more positive and active role in the network marketing communications, and they will dominant the whole marketing communication, hence they are the positive media users(Hanjun Ko,2005) to fulful their requirements and purpose by active utilizing the media. From this standpoint, it is urgent to change the study perspective for the internet advertising research. For the advertisers and the enterprises, it is very important to know how the consumers look upon and deal with the internet advertising (Cho, 1999). As a kind of “active audience” network user, how they receive the advertising information? And how the network marketing communication develops the value of advertising to the consumers? And what are the differences of the effects between the internet advertisements and the traditional ones? All these problems are the concerned issues for this study. In this research, the factors which influence the internet advertising effect are discussed based on the consumer perceiving perspective. The main purpose of this research is as follows: 1) to discuss the consumer’s perceived value of the internet advertising and its influence on the advertising effects; 2) to view the differences of the advertising effects between the internet and the traditional media, and to investigate how the ad interaction affects the advertising effects. It is suitable to use focus group interview method (Krueger & Casey，2000) if the purpose of the research is to reveal the related factors which affect the individual idea, behavior or motivation. In this research, two focus group interviews are designed for the student group and the office staff group respectively, and the perceiving value of the internet advertising from the internet users is exploringly studied based on literature obtained by the content analysis method. Combined with the conclusions from the literature investigation and the focus group interviews, a conceptual model of the internet advertising effects is constructed from the consumer perceiving perpective, after that the model is tested by a survey research. A preliminary investigation is carried out based on 358 samples mainly from the student group, and then the measurement items of the questionnaire are revised based on the preliminary investigation. In the end, a large-scale questionnaire investigation is implemented using 803 effective samples, and the empirical analysis is carried out for the conceptual model and the related assumption by manily using the structural equation model analysis method. The conclusions of this study are as follows: 1. In this research, the main aspects of advertising perceived value for consumers, including the “perceived benefits” related perceived informativeness, perceived entertainment and perceived relevance as well as the “perceived sacrifices” related perceived goal impediment and perceived ad clutter, are identified by focus group interviews based on the results of Ducoffe’ research (1996). 2. By empirical research testing, it is found that the consumer perceived value of internet advertising is significant correlated to the consumer’s attitude to the internet advertising. The consumer’s perceived informativeness, perceived entertainment and perceived relevance of internet advertising can result in a positive attitude toward the advertisement. Meanwhile, the perceived goal impediment can also lead to a negative attitude toward the advertisement. 3. By empirical research testing, it is found that consumers’ positive attitude toward the advertisement can stimulate their enthusiasm of advertising interaction, which include “human-message interaction” and “human-human interaction”. The participation of “human-message interaction” will bring positive attitude toward the brand and purchase intention. The interaction between the consumers and advertising is affected by the attitude toward the advertisement, and which will further influence the consumers’s attitude to brand and purchase intention; therefore it becomes a key link of the roles for advertising effect. 4. By empirical research testing, it is found that the consumers’ positive attitude toward the advertisement is positively correlated to the attitude toward the brand, and the consumers’ positive attitude toward the advertisement and brand is positively correlated to the purchase intention. This study, different from former one in the perspective, constructs the internet advertising effect model based on the consumer perceived perspective. The influence of the consumers’ perceiving of internet advertising on the advertising effect is discussed from the “perceived benefits” and the “perceived sacrifices” aspects, this integrates and expands the study concerning about the factors influencing the internet advertising effects. Combined with the own characteristics of the internet marketing communication, that the ad interaction acts as an impact step of the internet advertising effect is tested and verfied. The results enrich the study of advertising hierarchy effect for the advertising effect theory. This study is also helpful to advertisers and enterprises in analyzing the consumers’ desired value toward internet advertising, and identifying the communication barriers and developing the effective strategies of internet advertising, as a result, it will offer reasonable reference schemes for the continuous development of the internet advertising in China.
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