【摘要】：隨著市場競爭環(huán)境日益激烈,傳媒手段的日益豐富,使得名人廣告越來越成為商家的新寵兒�，F(xiàn)在企業(yè)也認識到科學(xué)地利用名人做廣告可以迅速打開市場,并且能獲得消費者的認同。與此同時,選擇名人代言產(chǎn)品也存在著較大的風(fēng)險,如果代言人不適合企業(yè)產(chǎn)品的形象,或者出現(xiàn)負面報道,這樣都會使企業(yè)在廣告大戰(zhàn)中不戰(zhàn)而敗,甚至不能收回廣告投資成本。網(wǎng)絡(luò)、電視、雜志、報刊等傳媒手段迅速發(fā)展,使得名人廣告能夠更好的展現(xiàn)在廣大消費者的面前。因此,科學(xué)的選擇名人代言對企業(yè)具有理論和實踐意義。 本文首先通過文獻閱讀,歸納了與名人廣告密切相關(guān)的幾種理論。即信源可信性模型、信源吸引力模型和匹配假設(shè)理論。通過對相關(guān)文獻的總結(jié),得出本文的研究模型以及相關(guān)假設(shè)。其次根據(jù)文章的需要設(shè)計了調(diào)查量表,并對量表進行了前測。第三,在問卷調(diào)查的基礎(chǔ)上,利用SPSS13.0統(tǒng)計分析軟件,對數(shù)據(jù)進行了分析,對名人廣告影響因素的因子和廣告效果的因子進行了驗證。第四,通過相關(guān)分析和回歸分析,得出了自變量各因子和因變量因子之間線性影響關(guān)系。最后,指出了本文的研究不足以及未來的研究方向。 通過研究本文主要得出了下列結(jié)論: 1、進一步驗證了名人特征,如吸引力、可信賴性、專業(yè)性、道德聲譽與消費者的廣告態(tài)度和購買意向之間存在著正向顯著的影響。 2、驗證了名人與商品的一致性也與消費者的廣告態(tài)度和購買意向之間存在著正向顯著的影響。 3、本文中涉及的五個自變量對廣告態(tài)度的影響順序依次是:名人與商品的一致性、吸引力、可信賴性、道德聲譽和專業(yè)性。 4、廣告態(tài)度和購買意向之間存在著正向顯著的影響。
[Abstract]:With the increasingly fierce market competition environment and the increasingly rich media means, celebrity advertising has become a new favorite of merchants. Now companies also realize that using celebrity advertising scientifically can quickly open the market and gain consumer approval. At the same time, there is also a greater risk in choosing celebrity endorsement products. If spokesmen are not suitable for the image of the enterprise's products, or if negative reports appear, this will make the enterprise lose without fighting in the advertising war. Can not even recover the cost of advertising investment. Network, television, magazines, newspapers and other media means rapid development, so that celebrity advertising can be better displayed in front of the majority of consumers. Therefore, the scientific choice of celebrity endorsement has theoretical and practical significance for enterprises. First of all, through literature reading, this paper summarizes several theories closely related to celebrity advertising. That is source credibility model, source attraction model and matching hypothesis theory. Through the summary of relevant literature, the research model and related hypotheses are obtained. Secondly, the questionnaire is designed according to the need of the article, and the scale is pre-tested. Thirdly, on the basis of the questionnaire survey, this paper analyzes the data by using the SPSS13.0 software, and verifies the factors that influence the factors of celebrity advertising and the factors of advertising effect. Fourthly, by correlation analysis and regression analysis, the linear relationship between the factors of independent variables and dependent variables is obtained. Finally, the paper points out the deficiency of this paper and the future research direction. The main conclusions of this paper are as follows: 1. The characteristics of celebrities, such as attractiveness, trustworthiness, professionalism, are further verified. There is a positive and significant influence between moral reputation and consumers' advertising attitude and purchase intention. 2. It verifies that there is a positive relationship between celebrity and commodity consistency and consumer's advertising attitude and purchase intention (3) the influence order of the five independent variables in this paper on advertising attitude is the consistency of celebrity and commodity. Attractiveness, trustworthiness, moral reputation and professionalism.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F713.8

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本文編號：2294441