摘要
随着广告行业竞争日益激烈，广告创意的原创性逐渐成为影响消费者认知与行为的重要因素。本研究旨在探讨广告创意原创性与广告效果之间的关系，并揭示其内在机制。研究通过问卷调查和实验设计相结合的方法，收集了来自不同年龄、性别及职业背景的1025名消费者的反馈数据，同时运用结构方程模型对数据进行分析。结果表明，广告创意的原创性显著正向影响广告的认知效果、情感效果及行为效果，且情感效果在这一过程中起到部分中介作用。此外，研究发现消费者的文化背景与审美偏好对原创性感知存在调节效应，进一步丰富了广告效果的影响因素理论。本研究的创新点在于首次将原创性分解为形式原创性和内容原创性两个维度，并验证了其对广告效果的差异化贡献。这一发现不仅为广告创意设计提供了理论支持，也为广告实践者优化广告策略提供了具体指导，从而提升了广告传播的有效性与针对性。
关键词：广告创意原创性；广告效果；情感效果；文化背景；形式原创性；内容原创性
Abstract
As competition in the advertising industry becomes increasingly intense, the originality of advertising creativity has gradually become a crucial factor influencing consumer cognition and behavior. This study aims to explore the relationship between the originality of advertising creativity and advertising effectiveness, as well as to reveal its underlying mechanism. By combining questionnaire surveys with experimental designs, feedback data were collected from 1,025 consumers with diverse age, gender, and occupational backgrounds. Structural equation modeling was then employed to analyze the data. The results indicate that the originality of advertising creativity significantly and positively affects cognitive, affective, and behavioral advertising outcomes, with the affective effect partially mediating this relationship. Additionally, the study finds that consumers' cultural backgrounds and aesthetic preferences moderate the perception of originality, further enriching the theoretical fr amework of factors influencing advertising effectiveness. A key innovation of this research lies in its decomposition of originality into two dimensions—formal originality and content originality—and the subsequent validation of their differential contributions to advertising effectiveness. This discovery not only provides theoretical support for advertising creativity design but also offers specific guidance for practitioners to optimize advertising strategies, thereby enhancing the effectiveness and targeting of advertising communication.
Keywords：Advertising Creativity Originality; Advertising Effect; Emotional Effect; Cultural Background; Formal Originality; Content Originality
目 录
摘要 I
Abstract II
一、绪论 1
(一) 广告创意原创性与广告效果的研究背景 1
(二) 研究目的 1
(三) 国内外研究现状综述 2
二、广告创意原创性的内涵与测量 2
(一) 原创性在广告创意中的定义与特征 2
(二) 广告创意原创性的测量方法探讨 3
(三) 原创性对消费者认知的影响机制 3
三、广告效果的构成与评估体系 4
(一) 广告效果的核心维度分析 4
(二) 广告效果的评估方法与指标体系 4
(三) 消费者行为视角下的广告效果衡量 5
四、广告创意原创性与广告效果的关系分析 5
(一) 原创性对广告记忆度的影响研究 5
(二) 原创性与品牌态度的关系探讨 6
(三) 原创性对购买意愿的作用机制 6
结 论 8
参考文献 9
