广告显性记忆、好感度以及顾客行为意向:基于跨国数据的实证  

A cross-national study of the relationships between ad explicit memory, ad likeability, and behavioral intentions

作　　者：胡锋 王宗水[2] 赵红 HU Feng;WANG Zong-shui;ZHAO Hong(Research Base of Beijing Modern Manufacturing Development,College of Economics and Management,Beijing University of Technology,Beijing 100124,China;School of Economics and Management,Beijing Information Science and Technology University,Beijing 100192,China;School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190,China)

机构地区：[1]北京工业大学经济与管理学院、北京现代制造业发展研究基地,北京100124 [2]北京信息科技大学经济管理学院,北京100192 [3]中国科学院大学经济与管理学院,北京100190

出　　处：《管理工程学报》2019年第3期35-46,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71802014);国家重点研发计划项目(2017YFB1400500);中国博士后科学基金资助项目(2018M630054);北京市社会科学基金研究基地项目(17JDGLA038、18JDGLB041)

摘　　要：广告显性记忆和广告好感度对消费者行为意向的作用及其机理在已有研究中得到了较高的关注,但上述作用可能会受到文化维度等表征国别差异的因素的影响而并不跨文化稳健。已有的研究大多基于单一国别数据展开,尚未充分论证上述作用的跨文化、跨国别的稳健性。鉴于此,基于MetrixLab提供的一个包括中国、澳大利亚、俄罗斯、波兰、墨西哥和日本在内的跨国数据集,对上述两种作用进行跨国一致性的归纳研究。考虑到假设并结合数据结构,建立线性混合交叉随机效应模型用以检验上述效应。研究结果表明广告好感度中介广告显性记忆对消费者行为意向的作用,广告好感度对广告显性记忆也存在正向影响,广告显性记忆和广告好感度相互影响,且上述作用存在跨文化、跨国一致性。研究结果可为跨国广告营销战略的选择与制定与中国企业“走出去”提供一定的借鉴意义。尽管文化因素在很大程度上左右着消费者的价值取向和行为模式。但是在广告战略层面,一则受欢迎的广告仍然是提高产品知名度和销量关键。With the continuing globalization of markets, advertising agencies face challenges in their efforts to create successful international advertising campaigns. Due to differences in national values, customs, and beliefs, the effects of metrics such as ad memory and ad likeability may vary across countries, such that ads that succeed in one country may fail in another. Insights into advertising effectiveness across the globe need to be detailed and specific. Empirical studies reveal that ad likeability exerts positive effects on advertising effectiveness, ad attitude, attitude shifts, recommendations, persuasion, intentions to purchase, and brand attitudes. A likeability ad also can create positive arousal and activation, improve ad recall, and produce positive judgments of the message. However, the studies that have produced these findings have been conducted mainly in western countries, with little evidence about whether and to what degree their findings are applicable to other regions of the world. Although international advertising studies reveal that cultural differences can lead to variations, no prior comparative studies provide generalizations about the effects of advertising effectiveness across countries and continents. The rapid rise of global advertising strongly indicates the need for such studies of empirical generalizations of advertising effectiveness. To determine whether findings of advertising effectiveness, as revealed in former empirical studies, hold worldwide, we examine a cross-national data set of measures of explicit ad memory, ad likeability, and advertising effectiveness, collected in China, Japan, Australia, Mexico, Poland, and Russia by the market research agency MetrixLab^■. This database provides a valuable opportunity to fill the research gap mentioned above. According to empirical results from linear mixed models with Gaussian crossed random effects, and mediation test, ad likeability carries the influence of explicit ad memory on consumer behavioral intentions. That is, explicit

关 键 词：广告好感度 广告显性记忆 顾客行为意向 跨国数据 

分 类 号：F274[经济管理—企业管理]