消费者参与微信集赞营销活动的动机和广告效果  

The research of the motivatitions and advertising effects of the ＂collecting Zan＂ marketing in the friend circle of Wechat

作　　者：尹丹阳[1] 熊烨[1] 林晨[1] 赵凤[1] 杨旭彬[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2015年第6期30-39,共10页Modern Advertising

摘　　要：随着微信朋友圈的迅猛发展，一些商家注册了微信公众号并推出了集赞营销广告。本研究对消费者转发微信朋友圈集赞营销广告的动机与微信朋友圈集赞营销广告的广告效果进行了研究。研究结果表明：第一，消费者转发集赞营销广告主要出于经济奖励动机与社会交往需求，经济奖励动机影响最大，社会交往需求动机次之；第二，集赞营销广告总体上具有正面的广告效果。With the development of the ＂Friend Circle＂ of Wechat, some companies registered Wechat public accounts, introducing ＂Collecting Zan＂ adverting campaigns in this platform. We constructed our research on ＂Collecting Zan＂ adverting campaigns in two aspects. First, consumers＇ motivations on motivating ＂Collecting Zan＂ adverting. Second, the advertising effects of ＂Collecting Zan＂ adverting. The result of the study shows： first, the needs of financial rewards and social communication are proved to be two important motivations of motivating participation, and the the need of financial rewards has a greater impact on motivating the willingness; second, ＂Collecting Zan＂ adverting creates a overall positive advertising effect on consumers.

关 键 词：微信朋友圈 集赞营销 动机 广告效果 

分 类 号：F713.50[经济管理—市场营销]