公交移动电视广告情感效果影响因素实证研究

his paper compartmentalizes the advertising effectiveness into three measuring dimensions based on the “six-segmenting method” and defines the conception of the advertising affective effectiveness. The study finds significant relationship between the two steps of the advertising affective effectiveness: liking and preference. Then the paper summarizes five driving factors of advertising affective effectiveness of public transportation mobile TV, and tries to find out the relationship between the five factors and the advertising affective effectiveness. The empirical study shows that, the four factors of creativity, utilitarianism, advertising time and credibility are all highly correlated to liking, and utilitarianism is also highly correlated to preference. In addition, advertising time, credibility and creativity are all medium-related to preference. The study also finds that the factor of technology level is medium-related to liking, and partial correlated to preference. Based on this result, the paper discusses the conclusion and the management implication. At last, the limitation of the study is summarized and some advice for further research is presented.