消费者对博客隐性广告的态度与购买意向研究

消费者对博客隐性广告的态度与购买意向研究
何流 鲁直
何流，复旦大学管理学院市场营销专业，硕士研究生
邮箱：rommellucy@hotmail.com
通讯地址：上海市武川路78 弄复旦北区69 楼501 室，200433
电话：13917547339 021-61446476
鲁直，复旦大学管理学院市场营销专业副教授，硕士生导师
摘要：本文以认知平衡理论、影响转移假设和双重调节假设为主要依据，设计了
模型来研究消费者对博客隐性广告的博客者、博客自身、对广告品牌的态度及购
买意向之间的关系；在该领域首次探讨了消费者对博客的态度与其和推荐者联系
紧密程度之间的关系。并根据实证数据结论探讨了本文对今后博客营销的研究启
示和实践意义。
关键词：博客 认知平衡理论 态度 购买意向
The Analysis On Consumers’ Attitude Towards Blog
Advertisement And Purchase Intention
Heliu Luzhi
Heliu Marketing Master Fudan University
Mail Address: 69#501,78 # of Wuchuan Road, Shanghai ,200433
Email: rommellucy@hotmail.com
Luzhi Psychology Doctor Assistant Professor
Abstract ： This thesis basing on the cognition balance theory/affect transfer
hypothesis(ATH)/dual mediation hypothesis(DMH), designs a model to analyse the
relationship among consumers’ attitude towards blogger, blog advertisement, brand and
purchase intention . It also discusses the relationship between the attitude and the
relationship with the recommender for the first time in this field. Then this thesis proposes
the revelations both on academic and practice.
Key Words：Blog Cognition balance theory Attitude Purchase Intention