【作者】 李贞；

【导师】 黄英姿；

【作者基本信息】 中山大学 ， 营销学， 2008， 硕士

【摘要】 事业机会广告是直销业所特有的广告形式。在事业机会广告中并不涉及任何产品的信息,而是向公众宣扬直销的业务模式,传达“加入直销开展个人事业”的一种新的事业理念。对于这样一种新的广告类型,目前对其的作用机制研究较少。本文以双因素影响模型为基础,采用实验调查的方法,构建出事业机会广告的心理效果模型。本文探讨了被试者直销工作知识水平、前后从业态度、广告认知反应、从业认知反应、广告态度和从业意向之间的关系。验证性因素分析和结构方程模型分析结果表明:在对事业机会广告效果的评估中,(1)被试者对直销工作的知识水平能够显著影响广告认知;(2)广告前的从业态度是影响广告态度、从业认知、后从业态度的重要因素;(3)广告态度对从业态度没有显著的直接影响,但却对从业认知有显著的影响;(4)从业认知能够显著影响从业态度;(5)从业态度是影响从业意向的重要因素。论文的最后讨论了本研究的理论贡献与实践意义,并指出了本研究的局限性及未来研究的方向。更多还原

【Abstract】 Business opportunity advertising is the unique form of advertising in Direct Selling, which aims to show business opportunity to attract people to join. For such a new type of advertising, there were few researches on it. This paper aims to construct a psychological effect model to evaluate the advertising effectiveness. With experimental investigation in the basis of Dual Mediation Hypothesis, the paper discussed the relationships among the subject’s knowledge of Direct Selling(Dkn), prior business attitude(PAbu), advertising cognitive response(Cad), attitude toward advertising(Aad), business cognitive response(Cbu), business attitude(Abu) and engage intention(Ei). According to the result of CFA and SEM analysis, the author got the following conclusions: (1) Subject’s knowledge of direct selling significantly affects the business cognitive response; (2) Prior business attitude significantly affect the advertising attitude, advertising cognitive response and business attitude; (3) advertising attitude has no significant direct impact on business attitude, but significantly affect the business cognitive; (4) business cognitive significantly affect the business attitude; (5) business attitude is the important factor in affecting engage intention. The paper finally discussed the theoretical contributions of this study and practical significance, and also pointed out the limitations of this study and future research directions.更多还原