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论文编号：	504
作者编号：	032883
上传时间：	2009/1/7 13:13:19
中文题目：	服务广告的内容及效果研究——基
英文题目：	The Content and Effect of Serv
指导老师：	范秀成
中文关键字：	“搜索－体验－信任”框架；劝服
英文关键字：	Service advertising Search-Ex
中文摘要：	服务广告是服务营销组合的重要组成部分，西方国家的服务广告研究已经有三十年的历史，但是仍然处于起步阶段。在我国，这方面的研究更是几乎处于空白状态。进入二十一世纪以来，国内服务广告投放量激增，无论是业界还是学界都期待着对服务广告规律的进一步探索。 基于服务广告研究的现状，以及我们揭示服务广告效果机制的基本意图，论文由三个相互联系并呈递进关系的研究主题构成，分别是：“服务广告的研究路径”、“服务广告内容研究”和“服务广告效果研究”，它们各自回答以下问题：“如何推进服务广告研究？”、“服务广告的内容有什么规律？”、“这些内容产生了什么效果以及如何产生这些效果？”。 第一个研究主题：服务广告的研究路径。该部分在对以往的服务广告研究进行回顾和评析的基础上，提出了基于范式整合的、新的服务广告研究路径。 过去三十年的服务广告研究可以划分为如下四个阶段：第一阶段为“探索阶段”，研究主要针对会计、法律、医疗等专业服务的广告活动；第二阶段为“研究地位确立阶段”，从不同角度确证服务广告与产品广告存在显著差异；第三阶段为“策略描述阶段”，探寻不同服务在广告讯息策略上的差异；第四阶段为“效果描述阶段”，以构建理论框架和描述不同类型的服务广告产生的实际广告效果为中心。 我们发现，服务营销范式下的研究传统虽然成就了服务广告研究的早期繁荣，但在目前却局限了研究的深入。我们认为，进一步的研究应建立在“服务营销范式”和“一般广告研究范式”整合的基础之上。通过对两个范式的系统归纳与比较，我们提出了将“‘搜索－体验－信任’信息属性框架”和“劝服知识理论”进行整合的研究思路。前者反映服务消费过程中的信息不完全状态，后者反映消费者元认知层面的劝服处理过程，两者具有共同的与博弈有关的心理学基础，且均能充分反映服务特性。 第二个研究主题：服务广告内容研究。该部分研究解析了服务广告内容在信息属性方面的规律。 本文系统地回顾和分析了“‘搜索－体验－信任’信息属性框架”的概念层次和相关研究，并利用信息属性框架对杂志广告进行内容分析。从具有代表性的六种杂志中抽取1037个广告作品，提取每个广告中最主要的广告主张，并对其进行分类。结果显示：服务广告比产品广告更多地采用体验性和信任性的广告主张。其中，体验性服务最多采用的是体验性广告主张，最少采用的是搜索性广告主张；信任性服务最多采用的是信任性广告主张，最少采用的是体验性主张。在体验性广告主张的采用上，体验性服务和信任性服务有显著差别。 第三个研究主题：服务广告效果研究。该部分研究在劝服知识理论的视角下描述和解释了与广告的信息属性相关的效果问题。 研究首先回顾了劝服知识理论的元认知心理学基础、劝服知识模型的基本构建以及相关研究成果，指出将劝服知识理论应用于服务广告研究的适恰性。然后，根据将“服务营销范式”和“一般广告研究范式”进行整合的基本思路，构建了基于信息属性感知和劝服知识理论的服务广告效果模型。该模型诠释了如下的关系：针对广告内容的“信息属性感知”影响消费者的“劝服策略感知”（用“操纵意向感知”表示），“劝服策略感知”继而影响“广告可信性”，它们以及它们之间的关系受到“劝服知识”（用“广告怀疑”表示）和“主题知识”（用“主观知识”表示）的作用。 我们通过2×3的多因子实验对模型进行检验。实验分别针对信任性服务和体验性服务展开，每种服务分别设计了搜索属性主导的广告、体验属性主导的广告和信任属性主导的广告三种类型的实验刺激物。共有393名被试参加实验，通过随机化控制，获得六个类似的处理组。数据采用SPSS 13.0和PLS-Graph两种统计软件进行分析，得到以下主要结论： 1、研究比较了不同信息属性主导的广告所产生的劝服策略感知和广告可信性水平。结果发现：信任属性主导的广告产生的操纵意向感知最强，体验属性主导的广告产生的操纵意向感知最弱；搜索属性主导的广告最可信，信任属性主导的广告最不可信。 2、研究检验了信息属性感知对劝服策略感知的影响，结果发现：消费者的搜索、体验、信任属性感知对操纵意向感知产生影响的路径和强度均有所不同，且这种影响在一定程度上受到服务类型的调节。（1）搜索属性感知不影响操纵意向感知；（2）体验属性感知对操纵意向感知有显著的消极影响；（3）在信任性服务下，信任属性感知对操纵意向感知的正面影响非常显著，而在体验性服务下，这种正面影响虽然存在，但显著性较低。 3、研究检验了劝服策略感知对广告可信性的影响，结果发现：操纵意向感知对广告可信性有显著的消极影响，且两者之间的关系强度受到广告类型以及消费者的广告怀疑和主观知识的调节。 4、研究检验了劝服知识和主题知识对劝服处理过程的影响，结果发现：在主题知识不充分的对信任性服务的广告信息加工过程中，消费者的劝服知识对劝服处理过程具有显著影响；在主题知识较充分的对体验性服务的广告信息加工过程中，消费者的主题知识对劝服处理过程具有显著影响。
英文摘要：	Service advertising is the essential element of service marketing mix .In the West, after more than 30-year study, service advertising research is still in its burgeoning state. In China, there is scarcely any research in this field. Since the beginning of 21st century, service advertising expenditure in China has been raised sharply and successively. Consequently, there is urgent need for both business practisers and academic researchers to deeply probe into service advertising. Based on the current development of advertising research and our intention to uncover how service advertising works, this dissertation is composed of there topics: (1) the pathway of service advertising research, theoretically discussing about how to improve the research; (2) content of service advertisement, unveiling the rules of service advertising claims; (3) effect of service advertising, describing and explaining the effects caused by service advertising. Topic One: the pathway of service advertising research. In this part, grounded on systemic review and comment on past researches, we declared a new methodology of service advertising. Researches about service advertising can be divided into four stages: (1) exploratory stage, focusing on advertising campaign of professional services, such as accountant, law and medical industry; (2)research validity establishment stage ,confirming the notable differences in advertising between intangible services and tangible goods; (3) tactic describing stage, probing the diversity of advertising message tactic among various services ;(4) effect describing stage, constructing theoretical frameworks of service advertising effect and conducting experiments. We detected that it was the service marketing paradigm research tradition which conduced early boom of service advertising research, however,confined its current development. For the purpose of pushing ahead service advertising research, integration of service marketing paradigm and advertising paradigm is very indispensable. We proposed the new approach which combined “search-experience- credence” framework and persuasion knowledge model. The former concerns information asymmetry of service consumption, the latter concerns consumers’ information processing from metacognitive point of view, both of them base on mutual game psychology and reflect the essential characteristics of service information processing. Topic Two: the content analysis of service advertisements. After systemically reviewing the related literatures, “search-experience- credence” framework was utilized to content analysis. We sampled 1037 advertisements from six representative magazines, elicited the main claim from every advertisement and categorized them. We concluded that compared with goods advertisements, services advertisements included more experience claims and credence claims. Thereinto, experience services adopt more experience claims and less search claims, credence services adopt more credence claims and less experience claims. There is significant difference between experience services and credence services in using experience claims. Topic Three: the effect of service advertising. In this part, we explored the metacognitive root for persuasion knowledge theory, explained the key concepts, reviewed the related investigations, and pointed out the rationality and fitness to apply persuasion knowledge theory to service advertising research. We construct an integrated effect model for service advertising based on search-experience- credence framework and persuasion knowledge theory. In this model we considered consumer’s search perception, experience perception and credence perception of advertising as antecedences of persuasion tactic perception(i.e. inference of manipulative intention ), with that, persuasion tactic perception influence ad credibility, they and their relationships are affected by persuasion knowledge (i.e.advertising skepticism)and topic knowledge(i.e.subjective knowledge of service). In view of the research objective and research model, the 2×3 designed experiments was apoted,which including two types of service and three types of advertisement. 393 samples participated in our formal survey ,they were randomly distributed into six parallel treatment groups. The data was analyzed by SPSS 13.0 and PLS-Graph.We tested the theoretical hypotheses and the main findings are as follows: 1.We compared the persuasion tactic perception and ad credibility between different advertisments which dominated by distinct information attributes. The persuasion tactic perception of credence-dominated advertisement is strongest,while the persuasion tactic perception of experience-dominated advertisement is weakest. Search-dominated advertisement is most creditable, while credence-dominated advertisement is most uncreditable. 2.Consumer’s information attribute perceptions affect their inference of manipulative intention by different ways and these affection is mediated by service type . 3. The inference of manipulative intention influence ad creditability negatively and remarkably, this relationship is also mediated by service type ,consumer ad skepticisim and subjective knowledge. 4.We verified how persuasion knowledge and topic knowledge influence consumer’s persuasion coping behavior. When consumer processing credency service advertisement ,they have insufficient topic knowledge , and their persuasion coping behavior will be significantly influenced by persuasion knowledge. When consumer processing experience service advertisement ,they have sufficient topic knowledge , and their persuasion coping behavior will be significantly influenced by topic knowledge.
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