正大管理学院
Panypiwat Institute of Management
工商管理哲学博士论文答辩公告
Announcement of Ph.D. in Business Administration Dissertation Defense
姓名/Name：佟小娟 MS. Xiaojuan Tong
学号/Student ID：5681104181
题目：卷入与幽默对广告传播效果的影响研究
Title: The Study on Financing Constraints and Method of Payment of M&A and Financing Risk
摘要/Abstract：见第二页, See Pages 2-4
主导师/Chief Adviser: 韩圣龙 Dr.Shenglong Han
日期/Date: 2017年1月15号 时间/Time: 13：00
地点/Location：CP ALL Academy 4-1502 休息室/Waiting Room：CP ALL Academy 4-1503
答辩委员会成员/Dissertation Committee：
徐志坚 教授（南京大学），答辩委员会主席 Prof. Dr. Zhijian Xu (Nanjing University), chair
韩圣龙 教授，主导师 Prof. Dr.Shenglong Han, chief adviser
吕海军 教授，委员 Prof. Dr. Haijun Lv, committee member
陈奡 博士，委员 Dr. Ao Chen, committee member
何荣良 博士，委员 Dr. Hongyan Shang, committee member
备注/Note: 答辩现场对在读博士研究生和老师开放。Faculty, lecturer and doctoral students are welcome to observe.
摘要
随着社会的进步，受众接触到的广告越来越多，导致分配给单个广告的注意、记忆就会越低，幽默诉求的广告通过幽默的趣味性淡化了广告的直接功利性，使消费者在欢笑中不知不觉地接受某种商业和文化信息，从而减少了人们对广告所持的逆反心理，增强了广告的感染力和沟通力，也让消费者印象深刻。传播作为市场营销中一个重要环节得到了越来越多的企业的关注，它作为与企业和消费者沟通的主要媒介，在整个广告传播体系中占据着举足轻重的位置。
广告的传播效果往往受到受众特征、插播环境、和广告自身特点三大因素影响。文献显示，这三者作用大小又均受到卷入水平的调节。受众主体因素作用受卷入水平的调节，广告播放环境对广告效果的影响会因受众对商品的卷入程度不同而变化；广告自身特点的作用大小也都会对受众卷入水平产生影响。文献显示，至今各研究者对卷入概念仍缺乏统一的定义，不同学者分别从内容卷入、个体卷入、信息卷入、商品卷入、品牌卷入、广告卷入、受众卷入等方面进行分析，因而导致所构建的理论、卷入水平的确定、所得的研究结果等都出现不一致。有必要对相关文献进行梳理，弄清楚分歧之所在、共识之所存，以便能较全面地把握现有成果，服务于未来理论的构建，指导广告实践。
在中国-东盟经济一体化的大背景下，贸易往来越发频繁，伴随而来的不同文化背景的广告不断登陆异域市场。由于文化背景的不同，广告效果往往不能达到预期的引导效果。因此，本文针对泰国广告对中国受众的传播效果进行了实验研究。以自变量1广告幽默程度( 高幽默，低幽默) ；自变量2商品卷入程度（思考型高卷入、思考型低卷入、感觉型高卷入、感觉型低卷入）每类商品各选两样具有典型特点的广告作为究的实验材料，一则为高幽默广告，另一则为低幽默广告；自变量3 受众幽默风格（亲和型、自强型、嘲讽型、自贬型）为自变量；自变量4消费者特质（性别、年龄、家庭年均收入、个人消费观念）。以广告效果为因变量，广告认知（简称Cad）、广告态度（Aad）、品牌认知（简称Cb）， 品牌态度（Ab）和品牌购买欲（简称Ib）为广告效果的五个测量维度。进行设计实验，通过随机抽样，结合眼动仪和调查问卷的使用得到实验数据，最终通过SPSS 22分析，受众个体幽默倾向与卷入程度对广告效果（广告认知、态度、品牌认知、品牌态度、购买意愿）的影响；商品广告幽默程度及商品卷入程度对效果（广告认知、态度、品牌认知、品牌态度、购买意愿）的影响；利用眼动技术，验证商品广告幽默程度及商品卷入程度对受众注意行为的影响。
ABSTRACT
With the progress of society, more and more advertising audience to contact, attention and memory will be allocated to the lead single advertisement is low, advertising humor appeal downplayed the utility of advertising by the humorous interest, so that consumers imperceptibly accept some commercial and cultural information in laughter, thereby reducing the rebellious people hold on advertising, enhance the advertising appeal and communication ability, also let consumers impressed. Communication as an important part of marketing has been paid more and more attention of enterprises, as the main medium of communication with the enterprises and consumers, occupies an important position in the whole advertising communication system.
The effects of advertising often by the audience characteristics, influence of environment, and the own characteristics of advertising spots three factors. Literature shows that these three roles are affected by the level of involvement. The role of the audience is regulated by the level of the main factors involved in the effect of environment on advertising, advertising effects vary because of involvement of the audience of different commodities; the effect size of the characteristics of advertising will also have an impact on the level of involvement. The literature shows that, since the researchers still lack of a unified definition of the concept of involvement, different scholars respectively from the content involved, individual involvement, information, product involvement, brand involvement involvement, advertising involvement, audience involvement and other aspects of analysis, which involved in the theory, to determine the level of income, the results appear inconsistent. It is necessary to sort out the relevant literature, find out where the differences are, the consensus exists, in order to grasp the existing results more fully, serve the future theory, and guide the practice of advertising.
Under the background of China - ASEAN economic integration, trade is becoming more and more frequent, and the advertising of different cultural backgrounds is constantly landing in foreign markets. Because of the different cultural background, advertising effect often can not achieve the desired guiding effect. Therefore, in this paper, Thailand advertising for Chinese audience transmission effect of the experimental study. In 1 independent variables (high degree of advertising humor humor, humor; low) variables 2 commodity involvement (thinking of high involvement, thinking, feeling low involvement type high involvement, feeling low involvement) for each item of each selected two kind of typical advertising as experimental materials research, a high advertising humor the other one is low, the humorous advertisement; 3 independent audience humor style (affinity, self-reliance, satire and self deprecating type) as the independent variables; 4 consumer characteristics (gender, age and family income, personal consumption). The dependent variable the effect of advertising, advertising cognition (Cad), advertising attitude, brand awareness (Aad) (Cb) (Ab), brand attitude and brand purchase (Ib) five dimensions of advertising effect. Design of experiment, through random sampling, combined with the use of eye tracking and questionnaire obtained experimental data, finally through the analysis of SPSS 22, the audience of individual humor tendency and involvement on advertising effect (advertising attitude, brand awareness, brand attitude and purchase intention) effect; advertising humor and commercial involvement on effect degree (advertising attitude, brand awareness, brand attitude and purchase intention) effect; using eye movement technology, behavior verification of the commodity advertising humor degree and attention of the audience involved in commodities.