中国城区青少年对广告价值的评价:前因和后果

Examining the Antecedents and Consequences of Advertising Value from the Perspective of Chinese Adolescents

通过对北京市7所中学366名学生的调查，探讨了青少年对广告价值的评价以及何种因素影响青少年对广告价值的评价，广告价值的评价是否会进一步影响其决策等问题。运用AMOS 4.0建立结构方程模型对研究假设进行检验，结果表明：（1）青少年对广告价值的评价直接影响到他们的决策意图；（2）在探讨广告价值的影响因素时发现，对广告的知觉因素（信息性和娱乐性）和青少年对广告以及广告商的社会认知（观看广告的社会动机和对广告劝服技巧的认识）对广告价值的影响作用也十分显著，信息性、娱乐性与社会动机都对广告价值产生积极影响，而对广告劝服技巧的认识则对广告价值产生显著的负面影响。

Advertising value is defined as a subjective evaluation of the relative worth or utility of advertising to consumers. This study investigated how Chinese adolescents assess advertising value， and the subsequent effect of this assessment on their purchase intentions. Based on empirical observations and the existing literature， we used advertising informativeness， entertainment， social motivation， and advertising persuasion tactics as the four antecedents of advertising value， with purchase intent