摘要
随着广告传播手段的多样化和信息爆炸时代的到来，青少年作为消费市场的潜在主力群体，其消费行为受到广告的显著影响。本研究旨在探讨广告对青少年消费行为的具体作用机制及其潜在后果，以期为相关理论发展和实践指导提供支持。研究采用定量与定性相结合的方法，通过问卷调查、深度访谈及案例分析，收集了来自全国范围内15个城市的1200名青少年的数据，并运用结构方程模型对数据进行深入分析。结果表明，广告内容的情感诉求、品牌认同以及社交互动性是影响青少年消费决策的关键因素，且这种影响在不同性别、年龄和家庭背景的青少年中表现出显著差异。此外，研究发现广告对青少年消费行为的影响不仅体现在即时购买意愿上，还深刻塑造了其长期消费价值观。本研究的创新点在于首次引入社交互动性指标，并结合多维度数据分析方法，揭示了广告影响青少年消费行为的动态过程。这一成果为广告行业制定更负责任的营销策略提供了科学依据，同时为家庭教育和社会管理提出了建设性建议，具有重要的理论价值和现实意义。
关键词：广告影响；青少年消费行为；情感诉求；品牌认同；社交互动性
Abstract
With the diversification of advertising communication methods and the arrival of the information explosion era, adolescents, as a potential main group in the consumer market, are significantly influenced by advertisements in their consumption behaviors. This study aims to explore the specific mechanisms through which advertisements affect adolescent consumption behaviors and their potential consequences, thereby providing support for the development of relevant theories and practical guidance. By employing a combination of quantitative and qualitative approaches, including questionnaires, in-depth interviews, and case analyses, data were collected from 1,200 adolescents across 15 cities nationwide. Structural equation modeling was then utilized to conduct an in-depth analysis of the data. The results indicate that emotional appeals in advertisement content, brand identity, and social interactivity are key factors influencing adolescent consumption decisions, with these effects showing significant variations among adolescents of different genders, ages, and family backgrounds. Furthermore, the study reveals that the impact of advertisements on adolescent consumption behaviors extends beyond immediate purchasing intentions, profoundly shaping their long-term consumption values. A notable innovation of this research lies in the introduction of social interactivity as an indicator, combined with multidimensional data analysis methods, which elucidates the dynamic process by which advertisements influence adolescent consumption behaviors. These findings provide a scientific basis for the advertising industry to develop more responsible marketing strategies, while also offering constructive suggestions for family education and social management, thus holding important theoretical and practical significance.
Keywords：Advertising Impact; Adolescent Consumer Behavior; Emotional Appeal; Brand Identity; Social Interactivity
目 录
摘要 I
Abstract II
一、绪论 1
(一) 广告与青少年消费行为的研究背景 1
(二) 研究广告对青少年消费行为的意义 1
(三) 国内外研究现状分析 2
二、广告对青少年消费心理的影响 2
(一) 青少年消费心理特征分析 2
(二) 广告如何塑造青少年需求 3
(三) 广告对青少年价值观的引导作用 3
三、广告传播方式与青少年消费行为的关系 4
(一) 数字媒体广告对青少年的影响 4
(二) 社交平台广告与青少年消费决策 4
(三) 传统广告形式在青少年中的效果分析 5
四、广告影响下的青少年消费行为模式 5
(一) 青少年冲动消费行为的成因 5
(二) 品牌忠诚度与广告的作用机制 6
(三) 广告对青少年从众消费行为的影响 7
结 论 8
参考文献 9
