互联网环境下广告干扰对网络消费意图的影响研究

发布时间：2018-02-04 16:23

本文关键词： 广告干扰网络消费态度网络消费意图知觉有用性消费者卷入度主观规范　出处：《浙江大学》2012年硕士论文　论文类型：学位论文

【摘要】：在电子商务和广告业迅猛发展的今天,网络广告与网络消费行为之间的关系正日益受到关注；广告干扰问题是现今网络消费中的普遍现象和影响网络消费的重要因素之一,而国内外对于广告干扰与网络消费关系的相关研究还十分匮乏。因此,在分析了相关领域研究成果和实践需求的基础上,本研究主要探讨在互联网环境下,广告干扰对网络消费产生的影响,并进一步分析知觉有用性、消费者卷入度等在其中的重要影响作用。本研究通过实验室操控情景与问卷研究相结合的方法,有210名被试分别参与到不同干扰度水平的研究设计中,在相关理论模型的基础上,探讨分析广告干扰、知觉有用性、主观规范、消费者卷入度、网络消费态度和网络消费意图六个变量间的关系。研究结果表明广告干扰对知觉有用性、网络消费态度、网络消费意图有显著的负向影响作用；知觉有用性在广告干扰和网络消费态度之间起完全中介作用；消费者卷入度在广告干扰和网络消费态度关系中起调节作用,即在低卷入水平下,广告干扰对消费态度的影响更为明显；网络消费意图,受到网络消费态度和消费者主观规范共同影响。
[Abstract]:With the rapid development of e-commerce and advertising, the relationship between online advertising and online consumer behavior is getting more and more attention. Advertising interference is a common phenomenon in Internet consumption and one of the important factors affecting Internet consumption. However, there is still a lack of research on the relationship between advertising interference and online consumption at home and abroad. On the basis of analyzing the research results and practical requirements of related fields, this study mainly discusses the impact of advertising interference on network consumption in the Internet environment, and further analyzes the usefulness of perception. The influence of the degree of consumer involvement. In this study, 210 subjects were involved in the design of different interference levels, based on the relevant theoretical models. The relationship between advertising interference, perceived usefulness, subjective norms, consumer involvement, online consumption attitude and network consumption intention is discussed. The results show that advertising interference is useful to perception. The network consumption attitude, the network consumption intention has the remarkable negative influence function; Perceptual usefulness plays a complete intermediary role between advertising interference and online consumption attitude; The degree of consumer involvement plays a regulating role in the relationship between advertising interference and online consumption attitude, that is, at the low level of involvement, the influence of advertising interference on consumption attitude is more obvious; The intention of internet consumption is influenced by the attitude of internet consumption and the subjective norms of consumers.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：B848.3

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