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	广告影响效果区域差异探析——基于一、二、三线城市消费者调查; Regional Differences of Advertising Effects:——Based on the Empirical Research in the Advertising Effects on Consumers in First, Second and Third-tier Cities
	陈素白 ; 陈颖艳 ; Subai Chen ; YingYan Chen
	2014
关键词	广告态度 广告影响 区域差异 Advertising attitude Advertising impact Regional differences
英文摘要	广告态度可以衡量广告效果，而广告对消费者的影响会直接影响广告态度。本研究通过问卷调 查法（N=18030），对全国20个城市进行抽样调查，分析不同区域广告对消费者的影响及影响因素的差异。结果 显示，广告对消费者存在购买意图、娱乐性及消极性三方面影响，影响程度呈一、二、三线城市递减趋势;广告 对消费者影响的因素包括广告可靠性、信任度和判断力，它们在解释广告对消费者影响能力上各不相同，其中 可靠性是广告对消费者购买意图及娱乐性影响的最主要因素，影响力表现出一、二、三线城市递减趋势；而消 极性更多受信任度及判断力影响，影响力没有明显表现出一、二、三线城市递增或递减趋势。 】Advertising attitude can measure advertising effectiveness and the impact of advertising on the consumers directly affect and attitude.This study based on the questionnaire survey (N= 18030),sample investigate 20 cities of China to analyze the difference on advertising impact to consumer and the impact factors. The results show that advertising impact to consumer in three areas:there are purchase intent、entertainment and the negative impact.The impact was follow the first,second and third-tier cities go decreasing trend,and the impact factors,include the advertise`s reliability,the person`s trust view and judgment cognitive.These factors play the different role on personal advertising attitude.The advertise`s reliability which is the most important factor in affecting purchase intentions and entertaining on individuals,and showing the influence decreasing trend following the first, second and third-tier cities;while the negative impact are more influenced by the person`s trust view and judgment cognitive,and showed no obvious ascending or descending trend from first-tier to third-tier cities.
语种	中文
出版者	《现代广告》杂志社
内容类型	期刊论文
源URL	[http://dspace.xmu.edu.cn/handle/2288/84794]
专题	2014年第21期
推荐引用方式 GB/T 7714	陈素白,陈颖艳,Subai Chen,等. 广告影响效果区域差异探析——基于一、二、三线城市消费者调查, Regional Differences of Advertising Effects:——Based on the Empirical Research in the Advertising Effects on Consumers in First, Second and Third-tier Cities[J],2014.
APA	陈素白,陈颖艳,Subai Chen,&YingYan Chen.(2014).广告影响效果区域差异探析——基于一、二、三线城市消费者调查..
MLA	陈素白,et al."广告影响效果区域差异探析——基于一、二、三线城市消费者调查".(2014).

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