中国网民网络广告信任度的影响因素基于计量经济学模型的分析  

The influencing factors of online advertising credibility of Chinese Internet users：Based on the analysis by econometric models

作　　者：倪宁[1] 王芳菲[1] 

机构地区：[1]中国人民大学新闻学院,北京中国100872

出　　处：《现代广告》2010年第18期24-38,共15页Modern Advertising

摘　　要：本文应用经济学的计量方法去分析传播领域问题；着重于讨论中国网民的网络广告信任度的现状及影响因素。根据调研数据，从人口统计学属性、互联网的使用状况与依赖程度和网络广告的接触与认知情况三个角度对中国网民加以整体性描述。设计了性别、学历、收入水平、网龄、日均上网时长、网络应用情况、网络依赖度、媒介信赖度、网络广告关注度、网络广告好感度、信息丰富程度、信息需求符合程度和品牌权威性13个自变量对因变量网络广告信任度进行回归分析。最后，本文从网络广告发布的内容、形式、媒介选择和产品营销这四个方面为广告主投放网络广告提出了切实建议。In this paper, econometric models have been used to analyze the topic in field of The research has focused on the online advertising credibility of Chinese Internet users and influencing factors to the status. According to the survey data, we have depicted the feature of Chinese lnternet users in three points of view. And then, we have founded the econometric models on the base of all the 13 variables, to find the key factors which have main effects on the online advertising credibility.

关 键 词：计量经济学模型 受众 网络广告信任度 

分 类 号：F224.0[经济管理—国民经济]