中国消费者认知因素对女性广告效果的影响研究

Study on the Effect of Chinese Consumer Perception Factors on the Effect of Femvertising

本研究针对近年出现的女性广告效果的论争，基于中国消费者认知视角，结合消费者对女性广告的接触经验，查明中国消费者对女性广告这一新概念的一般认知水平，并进一步厘清中国消费者对女性广告的认知因素，探究其因素对广告效果的影响。通过对中国583名消费者进行问卷调查，结果显示，中国消费者对女性广告具有“女性主体性”、“社会抵抗性”、“女性导向性”、“女性赋权性”以及“社会商业性”等5个认知因素，并发现“女性主体性”“女性导向性”对广告态度产生正向显著影响;“社会商业性”对其产生负向显著影响。“女性主体性”“女性导向性”“社会抵抗性”对购买意图产生正向显著影响;“社会商业性”“女性赋权性”对其产生负向显著影响。

Based on the viewpoint of Chinese consumers perceptions of Femvertising (advertising which portrays women), this study further clarifies the factors of Chinese consumers perceptions of Femvertising and probes into their influence. Specifically the present study analyzed articles which are discussed on advertising cultures related women model and their social / home roles. Then we conducted survey questions based on the theoretical discussion, and the survey of 583 Chinese consumers showed that Chinese consumers had five factors on Femvertising: female subjectivity, social resistance, female orientation, female empowerment and social commerce. The notable results are that ‘Female subjectivity’, ‘female orientation’ and ‘social resistance’ have a positive and significant effect statistically on purchase intention on the advertising, while ‘social commerciality’ and ‘female empowerment’ have a significant and negative effect on it. These results will help not only scholars who study about advertising with feminine scopes, but also advertising field producers for making efficient advertisements. Further discussions on Femvertising are explained in the current article.