植入式广告受众记忆影响因素的组合效果分析

An Analysis of the Combination Effect of Factors Affecting the Audience Memory of Product Placement

植入式广告对受众记忆的影响因素具有"多重并发"的特征,而传统研究未能充分考虑多种因素及其共同作用,导致研究结论可靠性较弱。植入式广告对受众记忆的影响因素可以归纳为植入要素、植入情境和受众特征三类。采用有序多分类回归和定性比较分析两种方法,研究发现:植入品牌的情节关联度、品牌熟悉度和植入情境对受众情绪唤醒度是受众高记忆的必要条件;三类影响因素的变量组合对受众高记忆存在多重并行的影响路径。研究结论纠正了传统研究的偏差,提供了植入式广告对受众记忆影响因素的新解释。

The factors affecting audience memory of product placement have a kind of multi-concurrent characteristics.However,the traditional researches have paid less attention to the multiple factors and their combination effect,leading to a weaker reliability of the research conclusions.The factors influencing audience memory of product placement can be categorized into placement elements, placement scenario,and audience characteristics.The two methods of the ordered multi-classification regression and the qualitative comparative analysis are employed by this paper.The results show that the degree of audience emotional arousal by the plot connection,brand familiarity and placement scenario of the product placement are significant requirements for high level of audience memory,and there are multiple and collateral affecting paths of the variables mix of the three categories of factors on high level of audience memory.This conclusion can modify the deviations of the previous researches,and provide some new interpretation for the affecting factors of product placement on audience memory.