长春师范大学学报（人文社会科学版）
長春師範大學學報（人文社會科學版）
장춘사범대학학보（인문사회과학판）
Journal of Changchun Normal University (Humanities and Social Sciences)
2015年
3期
191-193
,共3页
广告态度%广告价值%广告侵扰
廣告態度%廣告價值%廣告侵擾
엄고태도%엄고개치%엄고침우
attitude toward advertising%advertising value%advertising intrusiveness
从“个人效用”角度来看，广告态度的影响因素大致可归纳为两方面：一是感知的广告价值，它是广告对于消费者的价值或效用，与广告内容有关；二是感知的广告侵扰，它是用户对妨碍其持续认知过程的广告的心理反应，与广告出现方式有关。研究表明，广告价值对广告态度具有积极影响，广告侵扰则有消极影响。
從“箇人效用”角度來看，廣告態度的影響因素大緻可歸納為兩方麵：一是感知的廣告價值，它是廣告對于消費者的價值或效用，與廣告內容有關；二是感知的廣告侵擾，它是用戶對妨礙其持續認知過程的廣告的心理反應，與廣告齣現方式有關。研究錶明，廣告價值對廣告態度具有積極影響，廣告侵擾則有消極影響。
종“개인효용”각도래간，엄고태도적영향인소대치가귀납위량방면：일시감지적엄고개치，타시엄고대우소비자적개치혹효용，여엄고내용유관；이시감지적엄고침우，타시용호대방애기지속인지과정적엄고적심리반응，여엄고출현방식유관。연구표명，엄고개치대엄고태도구유적겁영향，엄고침우칙유소겁영향。
From the perspective of personal utility, the antecedent factors of attitude-toward-advertising can be roughly divided into two aspects:One is perceived advertising value, which is the relative worth or utility of advertising to consumers and is related to the content. The other is perceived advertising intrusiveness, which is a psychological reaction to ads that interferes with a consumer’s ongo-ing cognitive processes and is related to the presence of advertising. Research has shown that advertising value has a positive effect on advertising attitude, while advertising intrusiveness has a negative impact.
