网络广告点击行为影响因素的实证研究

发布时间：2018-02-25 00:14

本文关键词： 网络广告态度点击网站可信度兴趣　出处：《湖北大学》2011年硕士论文　论文类型：学位论文

【摘要】：中国网民正以越来越快的速度增长,数量庞大的网民构成了一个规模可观的受众群体,使网络广告业有了赖以发展的基础。如今,网络广告已成为了传媒行业的新宠,选择上网淘金,将成为中国企业的必然之路。对于企业来说,如何借助网络这个强势媒体,充分利用网络广告营销实现品牌推广与商品销售,成为一个亟待解决的问题。新媒体时代的消费者,消费意识更加成熟,接收信息的渠道也更加丰富,因此他们不再满足于被动接收广告信息的单向传播时代,更倾向于主动去寻找自己需要的并且认为可信的信息,这也就对营销方式提出了新的要求。点击是进入网络广告世界的第一道门槛,然而近年来,对网络广告持消极态度的浏览者数目在逐年增加,浏览者对网络广告究竟持有怎样的态度?是什么原因导致浏览者不愿意去点击网络广告?本研究在前人关于网络浏览者对待网络广告的态度和点击行为的研究基础上,提出了相关假设,并进行了问卷调查,在数据处理的基础上,对理论假设进行检验。通过对网络广告本身的因素、网络广告发布者的因素和网络广告浏览者相关的因素进行分析,试图找到它们与浏览者态度以及点击行为之间的关系,看看究竟是哪些因素影响网络广告浏览者的点击行为,找到使得网络广告易受关注和点击的办法,从而为广告主提供网络广告设计、投放等方面的建议。本文共分为六个部分,第一部分绪论主要介绍研究背景、研究目的与意义、研究方法、国内外研究现状；第二部分主要是介绍网络广告和态度的基本概念；第三部分是模型的构建和假设的提出；第四部分是问卷的设计、数据的收集；第五部分是数据的分析与假设检验；第六部分是根据研究结论对广告主提供一些建议,并分析本研究的创新与不足之处。
[Abstract]:China's Internet users are growing faster and faster, with a large number of Internet users forming a sizeable audience group, giving the online advertising industry the basis for its development. Today, online advertising has become a new favorite in the media industry. Choosing to go online for gold will become an inevitable road for Chinese enterprises. For enterprises, how to make full use of online advertising and marketing to achieve brand promotion and commodity sales with the help of the powerful media such as the Internet, Consumers in the new media age have more mature consumer consciousness and more abundant channels for receiving information, so they are no longer satisfied with the one-way transmission era of passive reception of advertising information. More active to find their own needs and believe that credible information, which also put forward new requirements for marketing methods. Click is the first threshold to enter the world of online advertising. However, in recent years, the number of visitors who have a negative attitude towards online advertising is increasing year by year. What causes visitors to be reluctant to click online ads? On the basis of the previous researches on the attitude and click-through behavior of web surfers towards online advertising, this study puts forward some hypotheses, and carries out a questionnaire survey on the basis of data processing. Through the analysis of the factors of the web advertisement itself, the factors of the online advertisement publisher and the related factors of the web ad viewer, we try to find out the relationship between them and the viewer's attitude and click-behavior. To see what factors affect the click behavior of online ad surfers, to find ways to make the network ads easy to pay attention to and click, so as to provide advertisers with suggestions on the design and delivery of online advertisements. This paper is divided into six parts. The first part mainly introduces the research background, research purpose and significance, research methods, research status at home and abroad, the second part mainly introduces the basic concepts of Internet advertising and attitude; The third part is the construction of the model and the proposition of the hypothesis; the 4th part is the design of the questionnaire, the data collection; the 5th part is the analysis of the data and hypothesis test; the 6th part is to provide some suggestions to the advertisers according to the conclusions of the research. And analyze the innovation and deficiency of this study.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F224

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