Date of Award
2025
Degree Type
Thesis
Degree Name
Doctor of Business Administration (DBA)
Abstract
互联网营销已逐渐成为主流营销方式，线索潜客广告也随之诞生, 线索潜客广告相较普通广告，能减少转化步骤、降低转化成本， 百度把这种广告产品形式命名为线索广告、 Facebook称 Lead Ad、Google 称 lead form、TIKTOK 称 Lead Generation。车企是典型看 Leads获得质量的行业，是这种产品形式的典型应用行业，因此挑选了汽车行业做研究，随着社会大环境经济下滑，车企营销预算越来越紧张，好钢需要用到刀刃上，需要获得多，而准的线索，线索广告则是满足这类需求的典型产品，线索营销已逐渐被行业重视，有较大研究意义。本文采用了实验法、问卷法、访谈法研究方法，收集527份有效问卷，研究对象均为近12个月有购车计划的高购买意向用户，深访了8名用户做深度信息挖掘与补充。本文揭示了在线索营销中激励方式直接影响留资意愿；激励方式通过信任为部分中介影响留资意愿；感知隐私保护通过信任起着调节作用共同影响留资意愿；不同的激励方式对留资意愿有不同的影响，用户更喜欢直接、对当下实用的满减优惠激励，男性群体对激励方式更敏感，对留资意愿正向影响更大。填写方式通过技术安全感知、信息卷入度对留资意愿起部分中介作用、且中介效应占比较大；在填写方式的四组交叉子实验中，对留资意愿的正向影响均是填写字段少优于字段多；在用户有安全感的情况下，用户均喜欢体验更好、更省力的半自动预填写方式。用户在填写留资意愿表单的过程中，激励方式与填写方式做比较，用户更关注填写方式，即更关注填写体验。从多个维度揭示了对留资意愿的多路径影响机制，期待本研究能为线索营销、做出理论贡献和实践指导意义，帮用户省力，帮企业省钱。
Internet marketing has increasingly become the mainstream method for reaching consumers, leading to the development of lead generation advertising. Unlike traditional advertising, lead generation advertising reduces both conversion steps and costs. Various platforms have their own terminology for this product: Baidu calls it lead advertising, Facebook refers to it as Lead Ads, Google names it lead form, and TikTok terms it Lead Generation. Amid economic downturns and industry challenges, marketing budgets are tightening, necessitating more accurate lead acquisition. Lead advertising is well-suited to meet this demand, making lead marketing increasingly valuable and significant for research. The automotive industry, which prioritizes lead quality, serves as the context for this study. This study employs experimental methodologies, including eight cross-over sub-experiments, and collects 527 valid questionnaires from users with a high intention to purchase a car within the past 12 months. Additionally, in-depth interviews were conducted with eight users to gather supplemental information. The findings of Study 1 indicate that in lead marketing, the type of incentive directly influences the willingness to provide contact information. Incentives affect willingness through perceived trust, while perceived privacy protection plays a moderating role. Different incentives have varied effects, with users preferring direct and monetary incentives over experiential ones. The findings of Study 2 reveal that the method of form completion also affects the willingness to provide contact information via perceived technical security and information involvement. The positive impact on willingness to provide contact information is more significant with more form fields. Users prefer semi-automatic filling methods, which are perceived as more secure and less effortful, even if the form has fewer fields. This study reveals the multi-path impact mechanisms on data retention willingness and will contribute to lead marketing by providing both theoretical and practical insights. The findings can help save effort for users and reduce costs for businesses.
Keywords
激励, 隐私, 信任, 留资意愿, incentive, privacy, trust, retention intention
Language
Chinese (Simplified)
Copyright
The copyright of this thesis is owned by its author. Any reproduction, adaptation, distribution or dissemination of this thesis without express authorization is strictly prohibited.
Recommended Citation
方传兵 (2025)。线索广告设计对留资意愿的影响 (博士論文，香港嶺南大學)。檢自 https://commons.ln.edu.hk/otd_tpg/57/