| Author: | 邢宁宁 Xing, Ningning |
| Title: | 基于视频广告的儿童情绪与旅游行为意向关系的准实验研究 |
| Other Title: | A quasi experimental study on the relationship between children's emotion and travel behavioral intention based on video advertising |
| Advisors: | 李咪咪 (SHTM) |
| Degree: | DHTM |
| Year: | 2020 |
| Subject: | Tourism -- Marketing Advertising -- Tourism Children -- Travel Families -- Travel Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | xv, 173 pages : color illustrations |
| Language: | Chinese |
| Abstract: | 家庭现已成为旅游业当中一个重要细分市场，过往研究表明，儿童在家庭旅游决策中具有一定的发言权；同时，儿童也作为独立的旅游个体逐渐开始参与到与成长发展相关的旅游活动中。认识到家庭或儿童作为旅游细分市场的重要性，业界已推出多种产品和服务来满足这个市场的需求，并通过广告的方式进行营销推广。广告所激发的情感体验被认为是影响儿童购买行为的根本原因。旅游广告领域已有少量研究探讨了旅游广告情绪反应与旅游行为意向的关系，但通过自我报告、面部肌电、皮电等多种方法所产生的研究结论并不一致。本文采用自我报告和神经科学 EEG的研究方法探索旅游视频广告所激发的儿童情绪反应与旅游行为意向之间的关系，具体来讲，研究视觉版PAD自我报告与脑波反应的情绪效价，及它们与儿童旅游行为意向之间的关系；视觉版情绪唤醒与儿童旅游行为意向之间的关系。实验结果表明，高效价组与低效价组的愉悦性差异通过自我报告及大脑前额叶alpha波的脑偏侧得到验证；高情绪效价比低情绪效价的旅游广告视频更能激发儿童的旅游行为意向，假设1在行为和脑电数据上均得到验证。性别与高低情绪效价的交互作用不显著，即高低情绪效价对儿童旅游行为意向的作用不随性别的变化而变化，由此，假设2未得到验证；年龄与高低情绪效价的交互作用不显著，即高低情绪效价对儿童旅游行为意向的作用不随年龄的变化而变化，由此，假设3未得到验证。高唤醒组与低唤醒组在行为意向上有显著差异，但高唤醒的视频广告却对应低更低的行为意向，由此，假设4未得到验证；性别与年龄对高唤醒组与低唤醒组的唤醒水平均不具有显著影响。作为首项运用神经科学EEG方法探索儿童旅游行为的情绪效价基础的尝试，本研究的理论贡献在于通过情绪效价实验验证了情绪效价及趋近——回避理论对儿童的适用性；通过情绪唤醒实验的结论解释了采用不同的研究方法导致研究结论的不一致性的深层原因。研究结论对于面向儿童的旅游广告及其他视觉刺激物设计方面也有一定的指导意义。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 5406.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.54 MB | Adobe PDF | View/Open |
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