青少年对广告的态度及影响因素

CHINESE ADOLESCENTS’ ATTITUDE TOWARD ADVERTISING AND INFLUENCING FACTORS

通过对北京城八区 11所中学的 730个有效样本的研究分析 ,作者发现 ,北京青少年对广告的总体态度比较消极 ,4 0 .2 %的青少年表示不喜欢广告 ,2 7.9%中立 ,只有 31.9%喜欢广告 ;此外 ,6 1.6 %的青少年表示不信赖广告 ,2 4 %中立 ,仅 14 .5 %的青少年表示信赖广告。在对广告信念的因子分析中 ,青少年对广告“决策信息”功能表示基本肯定 ;对广告的“娱乐”、“购买体验”和“个人伤害”结果表示基本否定。此外 ,人口统计变量与广告总体态度以及各个因子之间有一定的关系。因此 ,要改变青少年对广告的消极态度 ,企业营销者需要从产品质量、广告表现形式、广告诉求内容等多个方面加以改善和提高。

This article studies Chinese adolescents' attitude toward advertising and influencing factors. By surveying 730 students from 11 middle schools in Beijing, the results show that Chinese adolescents hold negative attitude toward advertising in general. Using factor analysis, we found four factors, which represent the attitude toward advertising. They are ”information for decision”, ”enjoyment”, ”purchase experience” and ”insult to individual”. The results show that most adolescents hold positive attitude to ”information for decision”, but negative attitudes to ”enjoyment”, ”purchase experience” and ”insult to individual”. Beside, demographic variables have multiple relationships with attitude toward advertising, such as males are more negative toward advertising than females. Males are more positive to ”purchase experience”, but more negative to ”enjoyment” than females. So, if marketers want to change adolescents' attitude toward advertising, they have to concentrate on improving their products quality, advertisements performance and so on.