高科技品牌广告效果影响因素实证分析研究

发布时间：2018-05-09 21:09

本文选题：高科技品牌 + 广告效果　；参考：《山东大学》2009年博士论文

【摘要】： 随着信息技术的普及和全球化的发展,高科技组织之间的技术壁垒越发脆弱,产品间的差异也日渐细微,高科技组织必须投入更多的资源加强品牌建设,减少客户的转移和流失;而高额的研发成本以及高频度的产品换代也迫使高科技品牌企业采取各种营销手段努力扩大产品销售,加快资金的流转速度和使用效率(Moriarty、Kosnik,1989);同时,高科技产品技术含量高,结构复杂,许多创新给消费者提供了前所未有的体验和便捷,其沟通、营销及分销更多应该采用推动的方式(Yadav、Swami和Pal,2006)。因此,相对于提供传统产品和服务的品牌而言,广告对高科技品牌的作用更加重要。高科技品牌企业每年都要拿出大量的资金投入到广告推广中,动辄数以亿计,例如,苹果公司在2005年为推广iPod就投入了2.86亿美元的广告费,为iPhone投入的广告费更是接近10亿美元;Intel在1991到2002年间仅“Intel Inside”标识一项的广告费支出就有70多亿美元。巨额的广告费不仅挤占了研发费用,影响了新产品开发和投放的进度;对成本的影响也必然抬高产品的终端销售价格,进而增加高科技品牌企业的经营风险。令高科技品牌企业感到困惑的是,每年投入巨资打造的精彩纷呈的广告是否真的作用于消费者?作用的力度有多大?什么样的广告对消费者的影响最为有效和直接?以往对广告效果的研究大多是基于一般性的产品品牌,个别有针对性的研究也都是选择啤酒、燕麦等的传统品牌,这类研究成果能否直接应用于特点鲜明的高科技品牌,仍然不得而知。同时,广告对消费者的影响也是一个非常复杂的过程,这一复杂性在于:某一品牌的广告可能出现在不同的媒体上,而每一种媒体对消费者的影响有其独到的效果;广告不仅具备瞬时效果,同时还具有延迟效果;广告效果会随着广告周期时段的不同而变化;连续的广告存在重叠效果和重叠衰减效果;不同细分市场及个体对广告的反应不同(Tellis,2004)。广告作用过程的复杂性决定了在广告效果的研究中,那些有针对性的实证研究能够为广告实践提供更加直接的指导作用。高科技品牌具有鲜明的特征,诸如技术的不确定性、产品的复杂性等等,而这些特征都足以影响甚至颠覆以往的广告研究成果,因此有必要把高科技品牌作为一个单独的类目加以研究。本文拟通过对比不同媒介和诉求的高科技品牌广告的效果,确定较佳的广告投放策略,进而提高高科技品牌广告的投放效率,减少广告活动中的浪费行为。具体说,本研究试图通过系统的研究总结高科技品牌广告效果的基本规律,挖掘高科技品牌广告对不同类型消费者的影响,建立高科技品牌广告的作用模型;尝试为今后的研究提供一种可供选择的方法并验证使用网络工具进行广告研究的可行性;同时,也希望本研究的结论可以应用于高科技品牌的广告投放工作,为广告商和广告主的实践活动提供指导和借鉴。主要完成以下几个方面的研究: 一、根据不同类型消费者在广告暴露后的反应,验证若干以消费者特征为自变量,以广告效果的若干构成要素为因变量的假设,挖掘单一特征,如性别、年龄、职业的差异。二、综合各项特征消费者反应的区别,基于广告效果的好与差,把消费者进行分类。针对广告投放的不同目标,找出最易实现的人群以及需着重用力的人群。三、根据高科技品牌广告效果作用机制,以影响广告效果的几个主要因素为输入,以广告效果的构成要素为输出,建立高科技品牌广告效果的作用模型。本研究采用实验的方式,通过向被试展示包括LG、佳能、索尼、联想、惠普、索爱等几个品牌的流媒体、报刊、户外广告,包括理性和感性诉求广告,使用问卷的方式,测量被试在广告认知、广告态度、品牌认知、品牌态度和购买意愿几方面的得分:由消费者观看在线观看广告后,将反应记录下来,自动生成表单,提交到位于服务器上的ACCESS数据库,经ACCESS数据库进行简单的逻辑和完备性分析后,作为研究的基础数据。最终406名被试参加了实验并回答了问题。在问卷指标的选择上,也多是采用前人研究已经比较成熟且被经常引用的问题,比如涉入度采用了Zaichkowsky的PII量表,品牌认知使用了Murphy的问卷。数据的统计分析工作采用SPSS for Windows 15.0,研究中还使用Amos 7进行结构方程建模。本研究具体使用了六种研究方法,包括描述性统计分析,主要用于罗列样本的分布情况;方差分析,主要用于验证若干假设;相关分析,用于在验证假设过程中,解释某些具有规律性的东西;聚类分析,用于在消费者中提取广告效果最佳的群体;回归分析,用来确定各影响因素与广告效果各构成要素之间的函数关系;结构方程建模,用于确定广告效果内部各构成要素之间的逻辑关系,以及与忠诚度、涉入度、创新识别能力几个定量数据间的逻辑关系。研究最终形成如下四方面的结论: 一是归纳出了影响高科技品牌广告效果的主要因素。包括特征因素、经历因素、情境因素、素质因素,并对构成各因素的具体要素,及其对高科技品牌广告效果的影响进行了细致地分析。二是构建了高科技品牌广告的影响因素模型。模型明确了各因素之间的影响关系,并验证了高科技品牌广告效果适用于双中介假设。三是明确了高科技品牌广告效果的最佳作用人群。为达到不同的广告目标,实现广告认知、广告态度、品牌认知、品牌态度、购买意愿等几个方面的有效提升,在投放广告时必须针对不同的受众,本研究依据不同受众在广告暴露后的效果差异,对消费者进行了聚类。四是筛选了最佳的媒介和诉求的组合。本研究认为,理性诉求的流媒体广告是本研究各类广告中效果最好的,但感性诉求的流媒体广告是最差的;报刊广告的效果也可以接受,且感性诉求要好于理性诉求;户外广告不管是感性诉求还是理性诉求,均无法得到较为理想的效果。
[Abstract]:Along with the popularization of information technology and the development of globalization , the technical barrier between high - tech organizations becomes more and more fragile , and the difference between the products is subtle . High - tech organizations must invest more resources to strengthen brand construction and reduce the transfer and loss of customers ; meanwhile , high technology content of high - tech products and high - frequency products are forcing high - tech brand enterprises to take various marketing measures to expand their sales and speed up the transfer speed and use efficiency of capital . So , with respect to brands that offer traditional products and services , advertising plays a more important role in high - tech brands . High - tech brand companies spend a lot of money on advertising every year . For example , Apple invested $ 286 million in advertising for the iPhone in 2005 , with an advertising fee of $ 700 billion for iPhone spending ; Intel ' s impact on costs has also impacted on the progress of new product development and delivery ; the impact on cost also inevitably raises the end - of - sale price of the product , thereby increasing the operational risk of high - tech brands .

The research on advertising effectiveness is mostly based on the general product brand , and the individual targeted research is the traditional brand based on the general product brand . Whether the research results can be directly applied to the high - tech brands with distinct characteristics is still unclear .

At the same time , the effect of advertisement on consumers is a very complicated process . The complexity is that the advertisement of a brand may appear on different media , and each media has its own effect on the influence of consumers ; the advertisement not only has instant effect but also has a delay effect ; the advertisement effect can change with the period of the advertisement period ; the continuous advertisement has overlapping effect and overlapping attenuation effect ; and the different market segments and individual responses to the advertisement are different ( Tellis , 2004 ) . The complexity of the advertising process determines that in the study of advertising effect , those targeted empirical research can provide more direct guidance for the practice of advertising . High - tech brands have distinct characteristics , such as uncertainty of technology , complexity of products , etc . These characteristics are sufficient to influence or even overthrow the previous advertising research results . Therefore , it is necessary to study high - tech brands as a separate category . In this paper , it is proposed to improve the advertising effectiveness of high - tech brands by comparing the effects of different media and demands of high - tech brand advertising , and to reduce wasteful behavior in advertising campaigns .

In particular , this study attempts to summarize the basic rules of high - tech brand advertising effect through systematic research , to explore the influence of high - tech brand advertisement on different types of consumers , to establish the action model of high - tech brand advertising , and to provide an alternative method for future research and to verify the feasibility of using network tools for advertising research .

Firstly , according to the reaction of different types of consumers after advertisement exposure , it is verified that several consumer characteristics are independent variables , and several constitutive elements of advertising effect are assumed to be dependent variables , so as to excavate single features such as gender , age and occupation .

Second , the differences between the consumers ' responses are integrated , and the consumers are classified based on the good and bad effects of the advertising effect . In view of the different goals of the advertisement delivery , the most easy - to - be - realized population and the people who need to be stressed are identified .

Thirdly , according to the action mechanism of high - tech brand advertisement effect , several main factors influencing the advertising effect are input , and the function model of high - tech brand advertising effect is established based on the elements of advertising effect .

In this study , we measured the scores of media , newspapers and outdoor advertisements , including LG , Canon , Sony , Lenovo , Hewlett - Packard , Sony Ericsson , etc .

The statistical analysis of data adopts SPSS for Windows 15.0 . The structural equation modeling is also carried out in the study . Six kinds of research methods are used in this study , including descriptive statistics analysis , which is mainly used to validate the distribution of samples .

The study concluded with the following four conclusions :

One is the main factors that influence the advertising effect of high - tech brands . It includes the characteristics , experience factors , situation factors and quality factors , and analyzes the factors that make up the factors and their influence on the advertising effect of hi - tech brands .

Second , the paper constructs the influence factor model of high - tech brand advertisement . The model clearly defines the influence relation among the factors , and verifies that the high - tech brand advertising effect is applicable to double intermediary hypothesis .

In order to achieve different advertising targets , the effective promotion of advertising awareness , advertising attitude , brand awareness , brand attitude , purchase intention , etc . must be achieved .

Four is the combination of the best media and the demand . The research believes that the stream media advertisement of rational demand is the best in all kinds of advertisements in the study , but the streaming media advertisement of the emotional appeal is the worst ; the effect of the newspaper advertisement can also be accepted , and the emotional appeal is better than the rational demand ; the outdoor advertisement can not be better than the emotional appeal or the rational demand .

【学位授予单位】：山东大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F274;F713.8

【引证文献】