关于Host-Selling广告效果的实证研究

Host-Seling AD Effect Research

本研究是以成年人为研究对象,通过试验法检证Host-Selling广告的效果,比较了Host-Selling广告与非HostSelling广告之间的效果差异。目的是总结出有效利用Host-Selling广告的方法和技巧。为此,本研究采用了分组实验法,共以2个被试组的100名成年人为对象进行试验研究。Host-Selling广告效果区分为记忆层面(商品名称的回想和再认反应),态度层面(广告态度)和行为层面(购买意图)来测定。研究结果显示Host-Selling广告比非Host-Selling广告具有更高的商品名称回想率和再认率,更易使受众产生肯定而又积极的广告态度,从而影响受众的购买行为。本研究的启示点是提出了在以成年人为对象的广告中有效应用Host-Selling广告技巧的理论根据。

This research will study about the Host--Selling Advertisement effects using the method Of test. The difference of the advertisements with and without Host--selling will also be discussed in this paper, focusing on adult people. for the purpose of summarize how to use Host--Selling Advertisement most effectively. In the test experiment, there will be 100 adult people separated into two groups. At the same time the test will be carried out focusing on three aspects that are Memory （recall of the product＇ s name）. Attitude （attitude of advertisement）, and Behavior （purchasing intention）. The test result shows Host- Selling Advertisement can be more easily recalled and more positively accepted by customers, which will subsequently influence these customers＇ purchase decisions, All in all this paper will provide the theoretical principles of how to put Host-Selling Advertisement into effect especially in the group of adult people.