基于传播视角的网络广告效果影响因素研究

发布时间：2018-01-13 15:00

本文关键词：基于传播视角的网络广告效果影响因素研究　出处：《中北大学》2013年硕士论文　论文类型：学位论文

【摘要】：信息技术时代，互联网的崛起为企业扩展市场空间带来了难得的机遇，越来越多企业努力在战略、营销和技术上革新以适应网络技术带来的全方位挑战，这就为网络广告的发展提供了土壤。与此同时，如何迅速而高效地利用网络广告将产品和品牌信息传递给消费者，就成了经营者和学界关注的焦点。本研究从技术经济及管理学科的研究范式出发，以网络广告效果影响因素为研究对象，，采用了系统分析、综合分析等研究方法，将理论分析和实证研究结合演绎，以期为企业网络广告项目投资与效果评估提供思路。分析过程中运用了广告传播学和社会心理学的相关理论，在梳理相关文献的基础上，首先界定了网络广告效果的研究边界，进而依据广告效果层级模式理论和态度三要素结构等理论将网络广告效果划分为消费者态度和消费者行为两个维度；然后从网络广告投放媒介、网络广告受众和网络广告设计三方面归纳出网络媒介服务质量、网络媒介知名度、消费者经历、品牌忠诚度、消费者卷入度、消费者创新性、网络广告信息针对性和情感驱动性八项影响因素，构建了概念模型并提出相关假设。通过问卷调查的形式，对山西省8所高校的600名在校学生进行调查，运用效度分析、信度分析和结构方程模型对372份有效问卷的数据进行了统计分析，验证假设、修正模型并得出了结论。结论认为消费者品牌忠诚度、消费者卷入度和消费者创新性与网络广告效果之间具备正相关关系，而网络媒介知名度、网络广告情感驱动性对消费者态度的影响没有被证实，网络广告服务质量、消费者经历和网络广告信息针对性对消费者行为的影响没有得到证实。最后，研究从企业层面提出了投放网络广告的管理建议：选择服务优质、知名度高的网络媒介发布网络广告；加强对网络受众特征的把握，制定差异化的网络广告策略；重视网络广告的设计和制作，传达更加科学的广告信息。
[Abstract]:In the age of information technology, the rise of the Internet has brought a rare opportunity for enterprises to expand their market space. More and more enterprises are striving to innovate in strategy, marketing and technology to meet the overall challenges brought by network technology. At the same time, how to quickly and efficiently transfer product and brand information to consumers has become the focus of attention of managers and scholars. Based on the research paradigm of technology economy and management, this study takes the influencing factors of network advertising effect as the research object, and adopts systematic analysis, comprehensive analysis and other research methods. Combining theoretical analysis and empirical research to provide ideas for investment and effect evaluation of online advertising projects. In the process of analysis, we use the relevant theories of advertising communication and social psychology. On the basis of combing the relevant literature, this paper first defines the research boundary of the effect of online advertising. Then according to the theory of hierarchical model of advertising effect and the structure of three elements of attitude, the network advertising effect is divided into two dimensions: consumer attitude and consumer behavior. Then from the network advertising media, network advertising audience and network advertising design three aspects of network media service quality, network media popularity, consumer experience, brand loyalty, consumer involvement. Consumer innovation, network advertising information pertinence and affective driving eight factors, build a conceptual model and put forward relevant assumptions. Through the form of questionnaire, 600 students in 8 universities in Shanxi Province were investigated, and the validity analysis was used. Reliability analysis and structural equation model were used to analyze 372 valid questionnaire data, to verify the hypothesis, to modify the model and to draw a conclusion. The conclusion is that consumer brand loyalty. There is a positive correlation between the degree of consumer involvement and consumer innovation and the effectiveness of online advertising. However, the influence of network media popularity and emotional drive of online advertising on consumer attitude has not been proved. The quality of online advertising service, consumer experience and targeted advertising information on the impact of consumer behavior has not been confirmed. Finally. The paper puts forward some suggestions on the management of online advertising from the enterprise level: choosing the network media with high quality service and high visibility to publish the network advertisement; Strengthen the understanding of the characteristics of the network audience, formulate differentiated network advertising strategy; Pay attention to the design and production of network advertising, convey more scientific advertising information.
【学位授予单位】：中北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;F224

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