消费者生成广告真实性的结构维度及其测量

商业研究

消费者生成广告真实性的结构维度及其测量

王平1,2,徐伟1，范秀成2,3

（1．安徽财经大学工商管理学院，安徽蚌埠 233030；2.复旦大学服务营销与服务管理研究中心，上海 200433；3．复旦大学管理学院，上海 200433）

收稿日期:2018-12-25 出版日期:2019-04-26
作者简介:王平（1979-），男，贵州岑巩人，安徽财经大学工商管理学院教授，复旦大学服务营销与服务管理研究中心成员，管理学博士，研究方向：网络消费行为；徐伟（1980-），男，安徽宿州人，安徽财经大学工商管理学院教授，管理学博士，研究方向：品牌营销；范秀成（1965-），男，太原人，复旦大学管理学院/服务营销与服务管理研究中心教授，博士生导师，经济学博士，研究方向：服务营销。
基金资助:
国家自然科学基金项目，项目编号：71302142；安徽省自然科学基金项目，项目编号：1308085QG128；安徽省高校优秀青年人才支持计划项目，项目编号：gxyqZD2017044。

The Structural Dimensions and Measurement Scale Development of the Authenticity of Consumer-generated Advertising

WANG Ping1,2,XU Wei1,FAN Xiu-cheng2,3

(1.School of Business Administration, Anhui University of Finance and Economics, Bengbu 233030,China; 2.Research Center for Service Marketing and Service Management, Fudan University, Shanghai 200433,China;3.Management School, Fudan University, Shanghai 200433, China)

Received:2018-12-25 Online:2019-04-26

摘要/Abstract

摘要： 随着企业主动引导、支持消费者为其产品或品牌创作广告，消费者生成广告越来越向普遍化发展，由此引发受众对消费者生成广告真实性的疑问。在现有消费者生成广告和广告真实性相关研究的基础上，本文对消费者生成广告真实性的概念和维度进行界定，并开发了测量量表。该量表包含创作主体真实、广告产品/品牌真实和广告形式真实三个维度，通过实验收集数据对量表进行信度和效度检验，证明消费者生成广告真实性量表具有很好的信度和效度，该量表为拓宽、深化有关消费者生成内容和广告真实性的研究提供了测量基础，并为引导消费者加入企业营销沟通过程提供了新思路。

关键词: 消费者生成, 广告真实性, 结构维度, 测量量表

Abstract: With the initiative of enterprises to guide and support consumers to create advertisements for their products or brands, consumer-generated advertising has become more and more popular, which causes the audience to question the authenticity of consumer-generated advertising. On the basis of the existing research on the consumer-generated advertising and advertising authenticity, this paper defines the concept and dimensions of authenticity of consumer-generated advertising and develops the measurement scale. The scale contains three dimensions which are creator authenticity, product/brand authenticity and form authenticity. The reliability and validity of the scale are tested by collecting data from experiments, and results show that the measurement scale of the authenticity of consumer-generated advertising has a good reliability and validity. The results provide the measurement basis for broadening and deepening the research of the related issue on the consumer-generated content and advertising authenticity, and provide solutions for marketers to guide consumers to join marketing communication process.

Key words: consumer-generated advertising, advertising authenticity, structural dimensions, measurement scale

王平1,2,徐伟1，范秀成2,3. 消费者生成广告真实性的结构维度及其测量[J]. 商业研究.

WANG Ping1,2,XU Wei1,FAN Xiu-cheng2,3. The Structural Dimensions and Measurement Scale Development of the Authenticity of Consumer-generated Advertising[J]. 商业研究.

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