消费者广告信任度及其影响因素的实证分析

Empirical Study on the Consumers' Advertising Trust Degree and it's Related Factors

随着经济的腾飞及社会发展的需要,现代广告活动越来越多地渗透到社会经济的各个角落,但是消费者对广告的信任度却不尽相同。本文通过对中国十个城市的消费者进行取样调查,运用实证分析方法,对影响消费者广告信任度的因素进行了研究,得到如下结论:城市消费者对广告持友善态度,大部分受众期望从广告中获取有用信息。影响广告信任度的因素,一是广告受众的年龄、教育水平、收入水平和所处城市;二是广告主的信誉和刊登广告的媒体的可信度;三是广告的创意水平。同时发现:受众喜欢具有活力与艺术感,给人以和谐感和信赖感同时又不失品位的广告创意。

With the development of economy and society,more and more modern advertising activities have penetrated into every corner of society.But trust degrees of consumers are different.This article takes samples from consumers of ten cities in China and researches on the factors which influence consumers' advertising trust degree by experimental analysis method.The results are as followed:Consumers in cities have friendly attitudes toward advertising.Most of the receivers expect to get useful information from advertising.The factors which influence advertising trust degree include three aspects:Firstly,the age,education level,income level and city of advertising receivers.Secondly,the reputation of advertiser and reliability degree of media publishes advertising.Thirdly, advertising creative level.Meanwhile,the receivers are fond of vigor and art advertising creativity which could make people harmonious and reliable.