网络视频广告对情感反应和产品购买意愿影响因素研究

被引：24

作者：

万君 ^{[1
]}

秦宇 ^{[1
]}

赵宏霞 ^{[2
]}

机构：

[1] 辽宁工程技术大学营销管理学院

[2] 渤海大学管理学院

来源：

消费经济 | 2014年 / 30卷 / 02期

关键词：

网络视频广告; 唤醒度; 愉悦度; 购买意愿; SOR模型;

D O I：

暂无

中图分类号：

G206 [传播理论]; F713.55 [商业心理学、市场心理学];

学科分类号：

050302 ; 040203 ;

摘要：

本文针对网络视频广告的特点,结合SOR刺激——反应理论,构建网络视频广告对消费者情感反应和产品购买意愿影响因素的理论模型;选取大学生进行情景实验,收集了335份有效问卷,并对其进行实证研究。研究结论显示:消费者的产品购买意愿与其在刺激——反应理论下产生的情感反应有关,而后者又会受到网络视频广告的视频形象、视频内容及情境因素的影响。情感体验程度高、视频热度高的网络视频广告是商家获得消费者产品认可的关键。

引用

页码：59 / 65

页数：7

共 10 条

[1] 信息加工视角下品牌认知对消费者购买决策影响模型构建 [J].

庄爱玲 ;

余伟萍 .

情报杂志, 2010, 29 (07) :203-207

[2] The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively [J].

Parboteeah, D. Veena ;

Valacich, Joseph S. ;

Wells, John D. .

INFORMATION SYSTEMS RESEARCH, 2009, 20 (01) :60-78

[3]

Dimensions of online community attributes: Examination of online communities hosted by companies in Korea[J] . Hye-Shin Kim,Jin Yong Park,Byoungho Jin.International Journal of Retail & Distribution Management . 2008 (10)

[4]

A Comprehensive Analysis of Permission Marketing[J] . SandeepKrishnamurthy.Journal of Computer‐Mediated Communication . 2006 (2)

[5] Are the drivers and role of online trust the same for all Web sites and consumers? A large-scale exploratory empirical study [J].

Bart, Y ;

Shankar, V ;

Sultan, F ;

Urban, GL .

JOURNAL OF MARKETING, 2005, 69 (04) :133-152

[6]

On-line trust: concepts, evolving themes, a model[J] . Cynthia L. Corritore,Beverly Kracher,Susan Wiedenbeck.International Journal of Human - Computer Studies . 2003 (6)

[7]

The antecedents and consequences of trust in online-purchase decisions[J] . Sung-Joon Yoon.Journal of Interactive Marketing . 2002 (2)

[8] Cross-category effects of induced arousal and pleasure on the Internet shopping experience [J].

Menon, S ;

Kahn, B .

JOURNAL OF RETAILING, 2002, 78 (01) :31-40

[9]

Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction[J] . Haim Mano,Richard L. Oliver.Journal of Consumer Research . 1993 (3)

[10]

Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time[J] . Thomas J. Olney,Morris B. Holbrook,Rajeev Batra.Journal of Consumer Research . 1991 (4)

← 1 →