基于PKM模型的植入式广告效果研究——以热播综艺节目为例  

Research on the Effect of Product Placement Based on PKM Model——Take Popular Variety Shows as An Example

作　　者：张雅寒 ZHANG Yahan(Office of Academic Affairs,Henan University of Economics and Law,Zheng Zhou 450046,China)

机构地区：[1]河南财经政法大学教务处,郑州450046

出　　处：《华南师范大学学报（自然科学版）》2023年第4期108-117,共10页Journal of South China Normal University(Natural Science Edition)

基　　金：国家社会科学基金项目(21BXW088);教育部人文社会科学研究一般项目(19YJA860005)。

摘　　要：以说服知识模型(PKM)为理论依据,将大学生作为被试进行测试,考察性别、产品卷入度和说服知识相互作用时对消费者广告态度和购买意图的影响。研究发现:(1)产品卷入度的高低对消费者的广告态度和购买意图产生的影响有显著差异,且产品卷入度低时,女性的广告态度和购买意图均高于男性;产品卷入度高时,女性的购买意图依然高于男性,但广告态度低于男性。(2)说服知识的高低对消费者的广告态度和购买意图产生的影响有显著差异,且说服知识低时,女性的广告态度和购买意图高于男性;说服知识高时,男性的广告态度和购买意图高于女性。Based on the persuasive knowledge model(PKM),college students were tested to investigate the effects of the interaction of gender,product involvement and persuasive knowledge on consumers'advertising attitude and purchase intention.The results show that the level of product involvement has different effects on consumers'advertising attitude and purchase intention.The effects of persuasive knowledge are different.When product involvement is low,women's advertising attitude and purchase intention are higher than men's.When product involvement is high,women's purchase intention is still higher than men's,but their advertising attitude is lower than men's.When persuasion knowledge is low,women's advertising attitude and purchase intention are higher than men's;when persuasion knowledge is high,men's advertising attitude and purchase intention are higher than women's.

关 键 词：综艺节目 产品卷入度 说服知识 广告态度 购买意图 

分 类 号：F713.8[经济管理—广告]