Exploring Indirect Effects Model Of Public Service Advertising

The effect of public service advertising has been the focus for a long tim e in Schools and Industry.Most of previous research usually explore the direc t effect form the perspective of transmitter,but there are less exploration of in direct.However,The neglect of indirect effect will lead to missing the integra 1 mechanism of public sercg.This research based on the perspective of general audience explore the indirect of pblic service advertising and propose three re search question:1.when audiences watching the public service advertising,does he behavioral intention has been influenced?if he does,can we distinguish th iseffect into direct and indirect?2.The research shows that involvement is a important variable in public service advertising,so in indirect model,does it can still works?3.Does there exist multiple mediating variable between the pa th in presumed influence and behavioral intention?This research use the method of investigation,and we issued 556 question naires in totle.In this research we ues method of correlation analysis、Paired-s ample T totest、analysis of regression and AMOS structural equation to explor e theindirect of public service advertising.The conclusion shows that audience will be influenced by direct and indirect effect of public service advertising;In the model of indirect effect,verify the feasibility of presumed influence in Ch ina’s cultural scene;prove that mediating effect of attitude、involvement、social norms in indirect model;and the different of social distance will influence the effect of indirect.At the end,the indirect modle can explain 49%variation of personal behavioral intention;28%variation of assistance behavioral intention.This research verify the indirect effect of public service advertising,and t his research is the first time to compare two different perception in same situa tion,expanding the new research perspective.At the same time the introductio n of presumed influence break through the limitation of the third person effect,enriching the indirect influence theory of public service advertising.In additati on,this paper vertify the paralleling mediating variable in the indirect influenc e,breaking through the tradition mediating effect analysis.