视频内置旗帜广告水平移动方向对受众认知水平及产品态度的影响研究

发布时间：2018-03-31 21:49

本文选题：IVB广告　切入点：认知水平　出处：《武汉大学》2017年硕士论文

【摘要】：如今,移动网络已经成为人们生活不可或缺的一部分,越来越多的企业选择使用数字化多媒体的营销推广方式对产品进行宣传,网络视频广告的重要性也日益凸显。以往对于网络视频广告的研究多集中于植入广告与贴片广告,探究此类广告形式对于受众的注意力、认知及偏好、购买意愿等方面,但是对于IVB广告(视频内置旗帜广告)这种新类型网络视频广告的研究却非常缺乏。并且以往研究的群体均为中国被试,研究群体的文化体系较为单一,并未研究过被试所属不同文化体系时相反的书写阅读方向是否会对水平移动的广告产生影响。本文从IVB广告在视频中的呈现形式入手,意于探究视频播放时IVB广告水平移动方向对于不同文化体系的受众对广告的认知水平及产品态度的影响,文章通过流畅性解释该影响的中介作用,发现被试的书写阅读方向所形成的的内隐知识提高了被试的感知流畅性,从而导致被试有更高的认知水平及产品态度。文章还研究了在IVB广告与背景视频内容匹配度不同时对主效应的影响。首先,本文通过对语言体系、双加工模型、内隐学习/外显学习、流畅性、态度等文献理论进行了回顾及梳理,提出了本文的研究假设及模型,接着通过实证研究的方式对假设进行验证。文章的实证部分采用实验结合问卷调查的方式,通过两个实验来进行实证分析。实验首先要求被试观看一段IVB广告水平移动的视频,然后要求被试根据所观看的视频填写问卷,以测量被试的广告认知水平及产品态度。第一个试验选取了中国大陆被试与巴基斯坦被试,对于不同的IVB广告水平移动方向,测量比较不同语言体系下被试的认知水平及产品态度,并验证中介效应;第二个实验均选取中国大陆被试,通过改变IVB广告与背景视频内容的匹配度来验证调节变量,并进一步检验实验一得出的分析结果。文章采用spss19.0对数据进行分析,用到的统计方法主要有描述性统计分析、信度效度分析、相关分析、方差分析以及回归分析(三部模型法及Bootstrap法)等。文章通过实证分析发现当被试的书写阅读方向与IVB广告水平移动方向一致时,被试对于IVB广告的感知流畅性更高,从而导致了被试较高的认知水平及较好的产品态度,感知流畅性对主效应起到了部分中介的作用。此外,IVB广告水平移动方向与被试的书写阅读方向一致性对被试认知水平及产品态度的作用受到了 IVB广告与背景视频内容匹配的正向调节。
[Abstract]:Nowadays, mobile network has become an indispensable part of people's lives. More and more enterprises choose to use digital multimedia marketing to promote products, and the importance of online video advertising is increasingly prominent.In the past, the research on online video advertising focused on the placement of advertisements and patch ads, and explored the attention, cognition and preference, purchase intention and so on of this kind of advertising form to the audience.However, there is a lack of research on IVB advertising (video banner advertising), a new type of online video advertising.And the previous research groups are all Chinese subjects, the cultural system of the study group is relatively single, did not study whether the opposite writing reading direction of the subjects belong to different cultural systems will have an impact on the horizontal movement of advertising.Starting with the presentation of IVB advertising in video, this paper attempts to explore the influence of the orientation of IVB advertising level on the cognitive level and product attitude of audiences in different cultural systems.By explaining the mediating effect of fluency, it is found that implicit knowledge formed by the writing and reading direction of the subjects improves the perceived fluency of the subjects and leads to a higher level of cognition and product attitude.The paper also studies the influence of different matching degree between IVB advertising and background video content on the main effect.Firstly, this paper reviews and combs the literature theories of language system, double processing model, implicit learning / explicit learning, fluency, attitude, and puts forward the research hypotheses and models.Then the hypothesis is verified by empirical research.The empirical part of the article adopts the method of experiment combined with questionnaire, through two experiments to carry on the empirical analysis.First, the subjects were asked to watch a video of IVB advertising level movement, and then the subjects were asked to fill out a questionnaire according to the video they watched to measure the advertising cognitive level and product attitude of the subjects.In the first experiment, Chinese mainland subjects and Pakistani subjects were selected to measure and compare the cognitive level and product attitude of the subjects under different language systems for different directions of IVB advertising level, and to verify the intermediary effect.In the second experiment, all the subjects from mainland China were selected to verify the adjustment variables by changing the matching degree between IVB advertising and background video content, and further to verify the analysis results obtained from experiment 1.In this paper, spss19.0 is used to analyze the data. The statistical methods are descriptive statistical analysis, reliability and validity analysis, correlation analysis, variance analysis and regression analysis (three-part model method and Bootstrap method).Through empirical analysis, it is found that when the direction of writing and reading is the same as that of IVB advertising level, the participants' perception of IVB advertising is more fluency, which leads to the higher cognitive level and better product attitude of the subjects.Perceived fluency partly mediates the main effect.In addition, the effect of the consistency between the moving direction of the advertising level and the writing and reading direction of the subjects on the cognitive level and the product attitude of the subjects was positively adjusted by the matching between the IVB ads and the background video content.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F713.55

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