价值感知及广告互动对网络广告效果的影响——一项基于消费者认知视角的研究  

The Influences of Perceived Value and Advertising Interaction on the Internet Advertising Effects： A Study Based on the Consumer＇s Perceiving Perspective

作　　者：戴维[1] 白长虹[2] 

机构地区：[1]南开大学文学院 [2]南开大学旅游与服务学院

出　　处：《中大管理研究》2012年第3期1-19,共19页China Management Studies

基　　金：中央高校基本科研业务基金项目《基于受众认知视角的网络广告有效传播研究》(项目号:NKZXB1141)支持

摘　　要：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。本研究立足消费者认知视角，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；同时，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。本研究构建了基于消费者认知视角的网络广告效果作用模型，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，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，并结合网络营销沟通的特殊性，验证了互动对于网络广告效果的重要作用。lnternet enpower consumers more rights tbr inlbrmation control. Consumers play a more positive and active role in the network marketing communications, and they will dominant the whole marketing communication, hence the5＇ are the positive media users. In this research, starting from the ＂usage and satisfaction＂ of the internet, the consumer＇s perceived value of internet advertising and its influence on advertising effects are discussed： at the same time, the differences of advertising effects between the internet and the traditional media is reviewed, and how advertising interaction influences the advertising effects is also investigated based on the consumer＇s perceiving perspective. A conceptual model of internet advertising effects is constnlcted from the consumer perceiving perpective, and it 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. The influence of consumers＇ perceiving value of internet advertising on advertising effects is investigated from the ＂perceived benefits＂ and the ＂perceived sacrifices＂ aspects. The results show that advertising interaction plays an important role on internet advertising effects

关 键 词：网络广告 广告效果 消费者认知视角 互动 

分 类 号：F713.81[经济管理—广告]