河南师范大学学报(哲学社会科学版)

广告可信度是广告产生作用的重要前提条件。本文通过6×2因子实验获得实证调研数据,利用SPSS软件进行信度效度分析。研究结果表明,可信度高的代言人和双面信息主张都能够提高广告可信度。而且,二者之间存在互补性,低可信度的代言人可以用双面信息来提高广告可信度,如果用单面广告主张,用可信度高的代言人可以提高广告可信度。同时,单双面广告信息对产品评价的影响不显著。在代言人可信度较低的情况下,采用双面信息的广告可以产生较高的购买意愿。而代言人可信度较高时,采用单面主张的广告在购买意愿上的效果优势不明显

advertising credibility is an important prerequisite for advertising to play an important role.In this paper,we obtained data from 6 * 2 factor experiments,and used SPSS software to analyze reliability and validity.The results show that both high credibility spokesmen and two-sided information propositions can improve advertising credibility.Moreover,there is complementarity between the two,and the spokesmen with low credibility can use double sided information to improve the credibility of the advertisement.If one side advertising is used,the credibility of the spokesperson with high credibility can be improved.At the same time,the impact of single and double-sided advertising information on product evaluation is not significant.With the low credibility of the spokesperson,the advertisement with two sided information can produce higher purchase intention.While the credibility of the spokesperson is high,the effect of using the one-sided advertisement is not obvious.