摘要
借鉴认知反应模式和事前预测的4种模型,结合感知行为控制理论,探讨在一定强制性的视频贴片广告下,受众对平台、广告和品牌态度的转变与行为意向,进而探索视频平台、广告商、广告投放主三方之间的平衡策略。通过归纳文献与焦点小组访谈提出假设,对收集的数据进行了结构方程分析。结果表明:视频贴片广告的出现对视频平台的打击大于广告本身以及品牌;高品牌熟悉度组倾向沿品牌态度这一中枢路径影响行为意向,且感知控制正向显著影响品牌态度。而低品牌熟悉度组倾向沿广告态度这一边缘路径影响行为意向,且感知控制正向显著影响对平台的态度;高网络视频使用程度组对广告更习惯且更能够接受;女性组感知控制正向显著影响平台与品牌的态度。
This research tried to explore a new extended model based on cognitive response model and the most representative four models under the background of network video marketing. Combined with psychological theories of ＂perceptual control＂, this study aimed to find out how the online video patch advertising would influence the users＇ attitude and their future behavior toward the online video platform and the brand. The hypothesis based on literatures and reviews were verified through the empirical analysis. The results shows that the video patch advertising affects the platform statistically; the brand familiarity, online video utilization and the genders are important moderators.
出处
《管理学报》
CSSCI
北大核心
2016年第10期1525-1533,共9页
Chinese Journal of Management
基金
国家社会科学基金资助项目(11BGL036)
关键词
贴片广告
认知反应
感知控制
行为意向
video patch
cognitive response model
perceptual control
behavioral intention
