有效的数字广告:定制广告、自尊和产品属性的影响

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2023-09-23 DOI:10.1177/09732586231195241

Evelyn Krisnada Linardi, Hui-Fei Lin, Benjamin Yeo

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引用次数: 0

摘要

本研究采用2(客制化:客制化与非客制化)× 2(产品属性:功利与享乐)× 2(自尊:高与低)实验，探讨客制化对广告效果的影响，以及广告价值的中介作用。高自尊的消费者在收到定制广告时会有更积极的态度和行为。对于低自尊消费者，定制广告有效影响购买意愿。在非定制化广告条件下，享乐化的产品属性会产生更大的购买意愿。在非定制广告条件下，高自尊消费者在接受到享乐产品属性时具有更强的购买意愿。此外，定制还会影响态度和购买意愿。

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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Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes

We investigate consumers’ attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) × 2 (product attributes: utilitarian vs hedonic) × 2 (self-esteem: high vs low) experiment on 240 participants, aged 16–34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role of advertising value. High self-esteem consumers have a more favourable attitude and behaviour when receiving a customised ad. For low self-esteem consumers, the customised ad effectively influences purchase intention. In the non-customised advertising condition, a hedonic product attribute fosters greater purchase intention. High self-esteem consumers have a stronger purchase intention when receiving the hedonic product attribute in the non-customised ad condition. Furthermore, customisation influences attitude and purchase intention.

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.