辽宁省老字号品牌的植入式广告显著度和内容契合度 对消费者购买意愿的影响

서지정보

ㆍ발행기관 : 대한중국학회 ㆍ수록지정보 : 中國學 / 85권
ㆍ저자명 : 杨琳, 刘虹, 芮东根

목차

1. 引言
1) 研究背景
2) 文献回顾
3) 研究问题
4) 研究对象的内容与特点
5) 理论意义
6) 实践意义
2. 理论背景
1) 植入式广告
2) 老字号品牌的植入式广告显著度
3) 抖音平台上广告营销方式的特征
4) 品牌内容契合度
5) 消费者对老字号品牌的购买意愿
3. 模型设计
1) 理论基础
2) 研究假设
3) 研究变量设定
4) 问卷设计
4. 实证研究
1) 信度效度分析
2) 检验假设
5. 研究结论与启示
1) 研究结论
2) 对策建议
【参考文献】

영어 초록

To reveal the mechanism of the effect of the saliency and content fit of implantable advertising of time-honored brands in Liaoning Province on consumer purchase intention, a three relationship model was constructed based on the S-O-R theory and empirically tested. Research has shown that both the saliency and content fit of implantable advertising have a significant positive impact on consumer purchase intention, and perceived value plays a significant role in the saliency of implantable advertising; There is a significant mediating effect between content fit and consumer purchase intention. This study reveals the complex mechanism of the impact of the saliency and content fit of implantable advertising on consumer purchase intention of time-honored brands in Liaoning Province, providing theoretical support for improving the promotional effect of time-honored brands.

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