【作者】 张欣；

【导师】 李森；

【作者基本信息】 北京交通大学 ， 企业管理， 2022， 硕士

【摘要】 移动互联时代下,场景营销逐渐成为众多企业青睐的营销模式。其中,户外广告主开展场景营销可以帮助其实现形式、内容和技术的突破。目前,学者们针对场景营销特质的研究因研究对象、视角和背景的不同还未形成统一认知,其对消费者购买意愿的影响研究侧重于线上广告,以户外广告为研究主体的文献较少。在此背景下,本文基于SOR(Stimulus-Organism-Response)理论,围绕“户外广告的场景营销特质如何影响消费者购买意愿”这一主线,展开文献综述和调查研究。首先,通过对以往学者关于场景营销特质的整理,总结出场景营销的四个特质,并结合户外广告的自身特点最终抽象出户外广告的三个场景营销特质,就其对消费者购买意愿的影响展开研究。其次,本文基于消费者体验视角引入CEV(Cognitive-Emotion-Perceived Value)模型,探究多重心理状态作为中介变量如何发挥作用。最后,本文选用成熟量表设计并发放问卷,共收集398份有效问卷,对样本数据进行实证分析。本文得出以下两点主要结论:(1)户外广告场景营销的精准性、互动性和临场感均显著正向影响消费者购买意愿,即户外广告可以通过大数据编码、人工智能等技术,打造贴近消费者需求的、互动形式丰富多样的和生动真实的场景。消费者在接触和体验这类户外广告场景后会激发其购买意愿,产生购买行为。(2)认知、情绪和感知价值在户外广告的场景营销特质影响消费者购买意愿的路径中起部分中介作用,即户外广告可以通过搭建场景的方式加深消费者对广告产品的认知、激发正向积极的情绪并塑造良好的感知价值,进而提升其购买意愿。本文的研究意义体现在两方面:(1)从场景营销的管理实践意义角度出发,探寻户外广告的场景营销特质激发消费者购买意愿的现实路径,补充户外广告场景营销特质的结果变量研究。(2)探索了认知、情绪和感知价值作为中介机制在户外广告的场景营销特质影响消费者购买意愿路径中的作用,场景营销特质会通过增强消费者认知、情绪和感知价值而促进购买意愿的提升。更多还原

【Abstract】 In the era of mobile Internet,contextual marketing has gradually become the marketing mode favored by many enterprises.Among them,outdoor advertisers to carry out contextual marketing can help it achieve a breakthrough in form,content and technology.At present,scholars’ research on the characteristics of contextual marketing has not formed a unified cognition due to different research objects,perspectives and backgrounds.The research on its impact on consumers’ purchase intention focuses on online advertising,and there are few literature with outdoor advertising as the research subject.In this context,based on the SOR(Search-disease-Response)theory,this paper conducted a literature review and investigation on how the contextual characteristics of outdoor advertising influence consumers’ purchase intention.First of all,through sorting out the characteristics of contextual marketing by previous scholars,the four characteristics of contextual marketing are summarized,and the three contextual marketing characteristics of outdoor advertising are finally abstracted based on the characteristics of outdoor advertising,and its influence on consumers’ purchase intention is studied.Secondly,based on the perspective of consumer experience,this paper introduces the CEV(cognitive-emotion-Perceived Value)model to explore how multiple psychological states function as mediating variables.Finally,the maturity scale was used to design and distribute questionnaires,and a total of 398 valid questionnaires were collected for empirical analysis and hypothesis testing of sample data.In this paper,two main conclusions:(1)precision of outdoor advertising marketing context,interactive and immersive were significantly positive influence on consumer purchase intention,outdoor advertising can use big data encoding,such as artificial intelligence technology,build close to consumer demand,form rich variety of interactive and vivid real outdoor advertising context.Consumers will stimulate their purchase intention and purchase behavior after contacting and experiencing such outdoor advertising context.(2)the cognitive,emotional and cognitive value in context of outdoor advertising marketing traits affect consumer purchase intention in the path of the partial intermediary role,namely outdoor advertising builds context may be able to deepen consumer’s perception of advertising products,inspire a positive mood and shape the good perceived value,and enhance their purchase intention.The research significance of this paper is reflected in two aspects :(1)from the perspective of the management practice significance of contextual marketing,explore the realistic path of the contextual marketing characteristics of outdoor advertising to stimulate consumers’ purchase intention,and supplement the research on the outcome variables of the contextual marketing characteristics of outdoor advertising.(2)Explore the role of cognition,emotion and perceived value as the intermediary mechanism in the path of contextual marketing characteristics of outdoor advertising affecting consumers’ purchase intention.Contextual marketing characteristics can promote the improvement of consumers’ purchase intention by enhancing their cognition,emotion and perceived value.更多还原