网络视频贴片广告回避反应研究

发布时间：2018-03-12 06:20

本文选题：网络视频贴片广告　切入点：广告回避　出处：《暨南大学》2017年硕士论文　论文类型：学位论文

【摘要】：网络视频近年来发展迅速,综艺节目、海内外热播电视剧、网络自制剧的加入,使网络视频内容得到极大的丰富,网络视频成为网民最大的网络娱乐类应用,其不可估量的营销价值吸引了品牌的关注。网络视频广告对于用户来说,是一种强制性观看广告行为,随着网络视频贴片广告的泛滥,时间长、质量差、不精准的贴片广告遭到了用户普遍反感。本文以网络视频贴片广告为研究对象,梳理广告回避研究成果,在以往学者提出的理论模型基础上引入新的变量,采用实证研究的方法,验证了网络视频贴片广告中存在广告回避现象,并进一步对影响网络视频贴片广告回避的各项因素做了细致分析。研究结果证明,既往的消极体验、可感知的目标障碍、广告时长、广告关联度、社交因素是影响网络视频贴片广告回避的几个重要因素,人口统计变量中性别的差异也会对网络视频贴片广告回避产生影响,且社交因素对广告回避的影响通过线上线下表现出来。文章结合上述研究结果,进一步对网络视频贴片广告的发展提出了建议:一、认知层面:建构消费者参与模式,扩大社交广告传播效果;二、沟通层面:定向管理与情境对话,以“自我”视角观察群体特征;三、内容层面:创意与技术并驾齐驱,实现内容价值突破;四、关系层面:拓宽盈利渠道,给予用户自主权;五、心理层面:根据用户心理合理安排广告时长和投放位置;六、视频贴片不是唯一,原生广告更能吸引注意力。
[Abstract]:The rapid development of network video in recent years, variety shows, domestic and foreign popular TV series, network self-made drama, network video content has been greatly enriched, network video has become the largest Internet entertainment applications. Its inestimable marketing value has attracted the attention of the brand. For users, online video advertising is a kind of mandatory watching advertising behavior, with the proliferation of online video patch ads, long time, poor quality, The inaccurate patch advertisement is generally repugnant to the users. This paper takes the network video patch advertisement as the research object, combs the research results of advertising avoidance, and introduces new variables on the basis of the theoretical model put forward by the previous scholars. Using the method of empirical research, this paper verifies the existence of advertising avoidance in online video patch advertising, and makes a detailed analysis of the factors that affect the avoidance of online video patch advertising. The results of the study prove that the negative experience in the past, Perceived target barriers, advertising duration, advertising association, and social factors are important factors that affect the avoidance of online video placement ads. Gender differences in demographic variables can also affect online video placement advertising avoidance. And the influence of social factors on advertising avoidance is demonstrated through online and offline. This paper, based on the above research results, further puts forward some suggestions for the development of online video patch advertising: first, cognitive level: building consumer participation model, Expand the effect of social advertising communication; second, communication level: oriented management and situational dialogue, observe the group characteristics from the perspective of "self"; third, content level: creativity and technology go hand in hand, achieve the breakthrough of content value; fourth, Relationship level: broaden profit channels, give users autonomy; fifth, psychological level: according to the psychological reasonable arrangement of advertising time and place; sixthly, video patch is not the only, native advertising can attract more attention.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F49

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