消费者生成广告对顾客品牌选择影响的实证研究  

Empirical study on effects of consumer generated advertising on customers brand choice

作　　者：孟雷[1] 王桂娇[2] 

机构地区：[1]渤海大学管理学院,辽宁锦州121013 [2]渤海大学计划财务处,辽宁锦州121013

出　　处：《河北工业科技》2015年第6期486-491,共6页Hebei Journal of Industrial Science and Technology

基　　金：辽宁省社会科学基金(L13AGL001)

摘　　要：生成广告对顾客品牌选择产生了重要的影响。基于消费者视角,调查了170位顾客,采用实证分析的方法,借鉴理性行为理论,研究了消费者生成广告对顾客品牌选择的影响。研究发现,顾客对消费者生成广告的感知效用、信任程度和主观规范都正向影响顾客对生成广告的态度,进而对顾客的品牌选择产生影响。同时也发现主观规范对顾客品牌选择意向影响不显著。根据结论提出如下启示:创造个性化的生成广告,提高感知效用;规范管理,提高信任度;合理利用生成广告,实现口碑营销。Consumer generated advertising has an important influence on customers brand choice.In view of consumers＇ perspective,through the survey of 170 customers,this article uses empirical analysis methods and draws on Reasoned Action theory to study the impact of consumer generated advertising on customers brand choice.Studies show that perceived usefulness,levels of trust and subjective norm of consumers towards consumer generated advertising all affect positively the attitudes of generated advertising,thus having an impact on customers brand choice.And it is also found that subjective norm does not significantly affect customers brand choice intentions.Through the empirical study some enlightenments are provided as follows：to create personalized generated advertisements to improve the effectiveness of perceived usefulness;to standardize management to increase the level of trust;to make rational use of generated advertising to realize Word of Mouth Marketing.

关 键 词：营销管理 消费者生成广告 顾客品牌选择 影响 实证研究 

分 类 号：F274[经济管理—企业管理]