位置和社交网络条件下的手机移动广告设计研究

发布时间：2018-01-31 08:52

本文关键词： 移动广告位置感知社交网络用户研究交互设计用户模型　出处：《湖南大学》2011年硕士论文　论文类型：学位论文

【摘要】：手机与移动互联网的结合正成为人们获取信息的重要渠道,而移动广告也在这种背景下取得快速的发展。通信信息技术的发展使得移动广告可以以更精准的方式找到目标用户,并推送具有关联度的广告内容以及更加互动、新颖的广告形式。本文主要着眼于建立广告产品与目标用户之间的关联性。考虑地理位置感知与社交网络两大维度的因素,分别探索他们对移动广告精准投放的作用点和影响力；同时结合用户研究的方法,挖掘用户在真实生活情境下的真实需求,从而为目标用户推送符合心理预期的广告内容,达到精准投放广告的目的。其中,通过地理位置感知,得到用户所处的真实位置场景数据；通过社交网络,得到用户的基本信息、用户的社交关系网以及通过这些数据的定向研究得到的用户行为偏好等数据。在用户研究阶段,通过用户访谈、用户观察和文献调研三种方式的定性研究和问卷调查的定量研究相结合的方法,构建出人物角色模型和人物生活场景模型,并以此总结出用户需求和满足用户需求的服务框架。在此基础上进行广告的投放,确保有的放矢,满足用户需求,达到广告精准投放的目的。文章最后给出位置和社交网络条件下的移动广告服务的解决方案和最终交互设计展现形式。充分考虑用户、广告投放方和服务提供商三者利益关系制定网络模型和相应的商业模式。通过用户体验的蜂窝模型对设计方案进行量化评估,从而验证了论文研究的有效性和可信度。本文的创新点：把位置和社交网络两大因素共同引入到移动广告服务模式创新中。结合设计学、人机工程学、社会心理学和消费心理学等相关学科,从用户体验的角度研究移动广告服务模式。
[Abstract]:The combination of mobile phone and mobile Internet is becoming an important channel for people to obtain information. Mobile advertising has also made rapid development in this context. With the development of communication and information technology, mobile advertising can find the target users in a more accurate way. And push the related degree of advertising content and more interactive, novel advertising form. This paper focuses on establishing the relationship between advertising products and target users, considering the factors of geographical location perception and social network. Explore their use and influence to the mobile advertising precision respectively; At the same time, combined with the method of user research, mining the real needs of users in the real life situation, so as to push the target users to meet the psychological expectations of advertising content, and achieve the purpose of accurate advertising. The real location scene data of the user is obtained through geographical location perception. Through the social network, get the user's basic information, the user's social relationship network and the user behavior preference obtained through the orientation research of these data, etc. In the user research stage, through the user interview. By combining the qualitative research and the quantitative research of user observation and literature survey, the character role model and the character life scene model are constructed. On the basis of this, the author summarizes the service framework of users' needs and meets the user's needs. On this basis, the advertising is put in order to ensure that the target is targeted, to meet the needs of the users and to achieve the purpose of accurate advertisement delivery. At the end of this paper, the solution of mobile advertising service under the condition of location and social network and the form of the final interactive design are given. The network model and the corresponding business model are established by the relationship between the advertising provider and the service provider. The design scheme is quantitatively evaluated through the cellular model of the user experience. Therefore, the validity and reliability of the research are verified. The innovation of this paper: the location and social network are introduced into the innovation of mobile advertising service model, combining design, ergonomics, social psychology, consumer psychology and other related disciplines. The mobile advertising service model is studied from the perspective of user experience.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

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