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传统植入式广告多以实体产品为对象,体验性产品的植入对受众记忆和行为意向的影响缺乏足够的关注。文章以旅游景点为例的实验研究表明,(1)受众对植入景点的记忆与其对精彩程度、喜爱程度评价存在"U"型关系;(2)受众对植入景点的旅游偏好和推荐意愿在影片播出后即时效应很高,一周后呈现显著下降趋势;(3)路线设计及报价的平面广告较好地启动了受众的比较和计算,从选择自己最大程度可实现的旅游决策方案;图片和口碑传播启动了受众对景区精彩和喜爱元素的记忆,从而表达出更高的旅游偏好和推荐意愿。(4)旅游偏好和推荐意愿具有类似的启动效应,受众自己向往的旅游景点也乐意推荐给他人。
Abstract：Traditional product placements main focus on physical products,showing little concern for the audience memory and behavior intention from the experience of products placement.Taking scenic spot placement for example,the experimental study indicated:(1) The respondents' memory for scenic spot placed had a U-shaped relationship with the evaluation of quality and preferences;(2) After watching the film,the immediate effects of the respondents' preferences and recommendation willingness of scenic spots were very high,but decreased significantly one week later;(3) The tour route and pricing advertisement effectively primed the respondents' comparison and calculation of the different programs,which led the respondents to select the program that could be probably realized for themselves.In addition,pictures and word-of-mouth recommendation also primed the respondents' memory of the wonderful and favorite film clips,which led to higher travel preferences and recommendation willingness;(4) The priming effect of tourist preferences and recommendation willingness were similar,and the respondents would like to recommend their loved scenic spots to others.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2013.11.008
中图分类号:F713.8
引用信息:
[1]李万莲,宋思根.植入式广告对游客记忆和行为意向的影响及其启动效应[J].商业经济与管理,2013,No.265(11):79-88.DOI:10.14134/j.cnki.cn33-1336/f.2013.11.008.
基金信息:
国家社科基金项目“植入式广告的消费者内隐记忆及其启动效应研究”(11CGL035)
2013-11-15
2013-11-15