电视广告作品评价的消费行为学研究

The quality of advertising copy is an important component of advertising service. An advertising system with only copy design and production but without evaluation is imperfect. Establishing an evaluation system of television advertising copy is the principal purpose of the present work. In terms of consumer behavior, the work focused on consumers' evaluation-in-general of T commercials. The research consisted of three subprograms. The first subprogrom was associated with the basic factors in the evaluation of television advertising copy. The second one was related to the relative importance of those basic factors. The last one was related to the way in which the consumers' synthetic evaluation of copy under multidimensions. These subprogram composed the evaluation system of television advertising copy. In the study of the first subprogram, by the use of a variaty of "multistage evaluation scale", a survey into consumers' evaluation-in-general of television ads was made, which obtained five factors, namely, credibility, attractiveness, suitability, cognition and affect impact, through factor analysis (Cum.Pct. = 56.2%, α = 0.84). The study of second subprogram acquired their relative weights by a popular method of weight in the area of decision analysis, the result was as followings: credibility-0.27, attractiveness-0.24, suitability-0.18, affect impact-0.16, cognition-0.15; and fanally, under the condition of quasi-experiment, the third studyestablished a mathematical model of the synthetic evaluation of television ad copy, which was expressed as O = ΣF * W, through a "synthetical" method of multidimensional decision making.