卷入度、论据强度及赞助商对公益广告效果影响研究  

The Influences of Involvement/Argument/Sponsorship on the Effectiveness of Public Service Advertisement

作　　者：薛可[1,2] 王丽丽[1] 余明阳[3,4] 

机构地区：[1]上海交通大学媒体与设计学院 [2]上海交通大学媒体与设计学院传播系 [3]上海交通大学安泰经济与管理学院 [4]上海交通大学安泰经济与管理学院党委

出　　处：《新闻与传播研究》2013年第7期100-110,127-128,共11页Journalism & Communication

基　　金：教育部“新世纪人才项目”资助(NCET-11-0337)

摘　　要：本研究以ELM模型为理论基础,以赞助商LOGO(企业与非营利组织标识)作为边缘线索,通过实验法,探讨了不同卷入度以及论据强度下消费者对赞助商及对公益广告与相应社会事业的态度与行为意向。This paper discusses customers' different attitude and behavioral intention under different levels of involvement and argument strength based on the ELM model.This study finds that:(l) When an advertisement is sponsored by a corporation,exposed to high involvement and a weak argument,attitude and behavioral intention toward advertisement and brand are most positive.This is slightly at variance with ELM's mechanism of involvement and argument strength.(2) Advertisements sponsored by non-profit organizations have better effects than those sponsored by corporations.Sponsorship,however,does not have any significant impact on brand attitude and purchase intention.(3) When advertisements are sponsored by non-profit organizations with high involvement,compared to a weaker argument strength,customers have a better attitude toward public service advertisements under a stronger argument.This verifies the ELM model.

关 键 词：卷入度 论据质量 赞助商 态度 行为意向 

分 类 号：G206-F[文化科学—传播学] F713.8[经济管理—广告]