The Effect Of Consumer-generated Advertising On The Audience Choice Intentions

The development of digital technology and Web2.0 technology makes ordinary consumers to the company’s products or services create ads and upload to the network platform, and the audience really like to watch this kind of advertising, and accordingly to make purchasing decisions, consumer-generated advertising It came into being. Due to different levels of consumer technology led to the shooting of advertising video quality is uneven, resulting in the creation of advertising there are differences in the professional, professional and consumer-generated advertising different perception of the usefulness of the source of reliability and perceived impact on the audience whether there are differences, as well as different product types and delivery of consumer-generated advertising media influence on the audience whether there are differences, few of its current academic research. Through experiments, exploring consumer-generated advertising professional influence on the audience trust(source reliability and perceived usefulness) and a selection will, at the same time to explore the product type and placement regulation of the media professional.In this study, stimulus- organism- response(SOR) model is based on the theoretical framework of the model proposed. Use 2(Professional: High VS. low) x 2(Product Type: Experiencing VS. search type), 2(Professional: High VS. low) x 2(delivery media: video website VS. official website) experiment design, will shoot four consumer-generated video ads are in different network media players to be tested. Finally, an analysis of questionnaire data processing variance, draw the following conclusions:1.When the product type is experience-based products on the video media site,,there are significant differences in reliability of the source and perceived usefulness of influence for consumer-generated advertising professional level,and high professionalism of the group was significantly greater than the low professional group.2.Product type is a search product, the media is a video site and product type is experiential product, put in the media is the product of the official website of the consumer generated advertising, the impact of high and low professional have no significant difference.3.The source of reliability and perceived usefulness positive effect on audiences’ choice.4.Product type and placement of media mediate the relationship between the professional and the reliability of the source and the perceived usefulness. Finally, according to the research conclusions of this paper, we provide some suggestions and theoretical contribution to the enterprise to generate advertising and marketing. And the research questions and future research directions of this paper are presented as well.