消费者生成广告(CGA)产生的动机与效果研究  

Research of motivating factors and effects of consumer-generated advertising(CGA)

作　　者：李凤萍[1] 

机构地区：[1]中国人民大学新闻学院

出　　处：《广告大观（理论版）》2014年第4期18-25,共8页Journal of Advertising Study

摘　　要：出于消费者生成广告这一现象的流行趋势和它对传统广告定义的颠覆、对广告效果的额外贡献,本文试图从消费者创作广告的动机、消费者生成广告的效果及其影响因素几个方面分析目前学界对消费者生成广告的研究概况,以期为营销实践提供相应的指导。研究结果表明,消费者创作广告的动机是复杂多样的,并对其效果的强弱产生进一步的影响。同时消费者生成广告还会产生信源效应,人们对其评价受到广告风格和特征的影响。Consumer-generated advertising （ CGA ） changed the definition of traditional advertising and has different and additional effects compared with traditional advertising. This paper reviews the studies on the motivation and effects of CGA, in order to provide directions for marketing practice. The results show that the motivating factors for consumers to create advertising are complicated, which will influence the strength of CGA effects. At the same time, source effect and the styles of CGA wiLL influence how other consumers evaluate the CGA

关 键 词：消费者生成广告(CGA) 创作动机 信源效应 

分 类 号：F713.8[经济管理—广告]