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数字传播背景下品牌主设计各式各样的数字营销活动激励消费者参与品牌传播,然而现实当中难以实现。那么是何种因素阻碍了消费者在线生成广告行为,这些因素具有如何的作用路径?本研究通过立意抽样方式,选择当下用户较多的三种社交媒介(微博、微信、秒拍)中的消费者进行深度访谈,通过扎根理论的编码方式对初始访谈材料进行分析与研究,最终建立消费者在线生成广告行为阻碍因素模型。模型表明,特定的在线社会网络联结与氛围、相关负面经验、低安全性因素以及消费者感知社会风险、感知心理风险、感知功能风险与感知安全风险是阻碍消费者在线生成广告行为的主要因素,并提出每种因素具体的作用路径以及16个具体的实证研究假设。
Digital Propagation Under the Background of Brand Design A wide variety of digital marketing activities motivate consumers to participate in brand communication, but reality is difficult to achieve. So what are the factors that prevent consumers from generating online advertising behavior and how these factors have their function? In this study, by means of intentional sampling, we selected three types of social media (Weibo, WeChat, Secondhand) Consumers conducted in-depth interviews, analyzed and researched the initial interview materials through the coding method of grounded theory, and finally established the model of the factors that impede consumers from generating online advertising behaviors. The model shows that specific online social network connections and the atmosphere, the related negative experience, the low safety factor as well as the consumer perceived social risk, the perceived psychological risk, the perceived functional risk and the perceived security risk are the main factors that hinder consumers from generating advertisements online. And put forward the specific role of each factor path and 16 specific empirical research hypotheses.