关系对社交媒体广告效果的影响:越南网民感知分析

Proceedings of the 8th International Conference on E-business, Management and Economics Pub Date : 2017-10-27 DOI:10.1145/3157754.3157771

Wen-Kuei Wu, Ruby Nguyen

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引用次数: 1

摘要

本研究旨在探讨在越南情境下，儒家哲学关系对社交媒体广告效果的影响。本研究采用在线调查和层次回归方法对研究框架进行检验。以341名越南受访者为样本，研究结果显示:(a)关系对社交媒体广告效果仍有重要影响;(b)购买决策介入对关系效果的调节作用较小，尤其是人情思想;(c)新勇对社交媒体广告效果的正向影响最强，人情和干情次之。我们还为那些希望通过越南社交媒体提高广告效果的人提出了一些实际意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Guanxi Influencing Effectiveness of Advertisement in Social Media: An Analysis of Netizen's Perception in Vietnam

This study aims to explore how Confucian philosophy - guanxi influences the effectiveness of advertisement in social media under Vietnamese context. This study used an online survey and hierarchical regression approach to test the research framework. Drawing on a sample of 341 respondents in Vietnam, the results show that (a) the guanxi still have critical impact on the effectiveness of advertisement in social media, (b) the purchase-decision involvement plays a minor role of moderating the effect of guanxi, especially the thought of renqing, (c) the Xinyong shown the strongest positive impact on the effectiveness, then following by renqing and ganqing. We also propose several practical implications for those who want to improve advertisement's effectiveness via social media in Vietnam.

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Proceedings of the 8th International Conference on E-business, Management and Economics

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