基于情景感知的移动广告用户采纳及商业模式研究

发布时间：2019-01-28 12:43

【摘要】：本文研究对象为近期新推出的基于情景感知的移动广告。研究针对情景化的移动广告,从用户角度出发进行了深入的理论研究。文章引入了预设的影响因素,提出影响因素对用户采纳该技术手段的影响假设。并通过实证手段证明了我们引入的娱乐感、烦扰感、感知易用性、推荐准确性、使用熟练度等因素确实地影响了用户对基于情景感知的移动广告的态度,进而影响了用户采纳该技术的行为意向。在实证研究用户采纳之后,本文就技术被采纳后可能出现的用户和广告主间的信任问题,借助完全信息静态博弈研究了广告主与终端用户间的信任与决策选择问题。最后,本文结合商业模式的九大要素,逐一分析了基于情景感知的移动广告服务提供商需要关注的、影响用户采纳技术服务的要点和可以采取的改进措施。通过对商业模式要素的分析、分类和阐释各类别商业模式要素间的作用关系,提出了符合基于情景感知的移动广告平台的利益诉求的商业发展策略。
[Abstract]:The research object of this paper is the new mobile advertising based on situational perception. Aiming at situational mobile advertising, this paper makes a deep theoretical study from the perspective of users. This paper introduces the preset influencing factors, and puts forward the hypothesis of the influence factors on the users' adoption of the technology. It is proved that the factors of entertainment, annoyance, perceived ease of use, recommendation accuracy, proficiency in use, and so on, have a positive effect on users' attitudes towards situational sensor-based mobile advertising. Furthermore, the behavior intention of the user to adopt the technology is affected. After empirical research on user adoption, this paper studies the trust and decision choice between advertisers and end users by means of complete information static game. Finally, combined with the nine elements of business model, this paper analyzes the key points that need to be paid attention to by mobile advertising service providers based on situational awareness and the measures that can be taken to improve the adoption of technical services. Based on the analysis of business model elements, this paper classifies and interprets the functional relationships among various business model elements, and puts forward a business development strategy that conforms to the interest demands of mobile advertising platform based on situational perception.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【共引文献】