基于消费者感知的网络视频广告效果实证分析

发布时间：2018-03-10 22:40

本文选题：网络视频广告　切入点：消费者感知　出处：《东北财经大学》2010年硕士论文　论文类型：学位论文

【摘要】：网络视频是新兴的传播媒介,它生动形象,表现力强,改变了传统图文传播的形式,是互联网的一场革命。网络视频广告是在数字化进程中伴随着网络视频的成长而成长的。网络视频网站的迅猛发展为视频广告提供了肥沃的土壤。网络视频广告以其覆盖面广、形式新颖、推广高效和内容丰富四大特点迅速发展,大有超越传统四大媒体的趋势。随着网络技术的发展,其优势将进一步显现。本文在前人研究的基础上,从基于消费者认知的视角出发研究网络视频广告效果。对网络视频广告的定义、分类和发展进行了系统梳理。利用SPSS统计软件,采用多种统计分析方法,验证了吸引力、认知度、信息针对性、行为度作为影响网络视频广告效果的四大关键因素及其重要度排序。同时对人口统计变量与广告效果之间的关系进行了系统的研究与分析。对网络视频广告六种常见形式进行了实证检验。本文为网络视频广告效果的研究指出了一个方向,也为网络视频广告相关的研究领域提出了一个系统、综合性的参考。本研究的主要创新点：一、研究角度的创新：国内对于网络视频广告的相关研究仍然较少,有些研究也是基于技术统计如点击率,浏览量等。本文采用基于消费者感知的角度研究网络视频广告。能够更加直接的得到受众的一手资料和最直观的反应。二、理论概念的系统梳理：对于网络视频广告现状的表述,不同研究者或机构有不同的描述。数据统计也会有不少出入。笔者研究发现,根源在于对于网络视频广告的定义不同,不同的归类方法使得研究出现了上述问题。因此,追根溯源,对于视频广告的定义和分类进行了系统的梳理。三、采用实证分析的研究方法,借鉴传统广告效果的评估指标设计网络视频广告效果影响指标,并利用SPSS统计分析软件进行了实证检验。
[Abstract]:Network video is a new medium of communication. It is vivid and expressive, and it has changed the form of traditional graphic communication. Internet video advertising is growing with the growth of network video in the process of digitization. The rapid development of network video website provides fertile soil for video advertising. With the development of network technology, the advantages of the four characteristics of new form, high efficiency and rich content will develop rapidly, and it will surpass the traditional four media. On the basis of previous studies, this paper studies the effects of online video advertising from the perspective of consumer cognition. It systematically combs the definition, classification and development of online video advertising. It also makes use of SPSS statistical software. Using a variety of statistical analysis methods to verify the attractiveness, the degree of recognition, the pertinence of information, Behavior degree is the four key factors affecting the effect of online video advertisement and its importance degree ranking. Meanwhile, the relationship between demographic variables and advertising effect is systematically studied and analyzed. Six kinds of online video advertisement are studied and analyzed. This paper points out a direction for the study of the effect of online video advertising. It also provides a systematic and comprehensive reference for the research field of network video advertisement. The main innovations of this study are as follows:. First, the innovation of the research angle: the related research for the network video advertisement in China is still relatively few, some research is also based on the technical statistics such as click rate, This paper uses the perspective of consumer perception to study online video advertising. It can get the first-hand information of the audience and the most intuitive response more directly. Second, systematic analysis of theoretical concepts: different researchers or organizations have different descriptions of the current situation of online video advertising. There will also be a lot of discrepancy in data statistics. The root of this problem lies in the different definitions of online video advertising, and different classification methods make the research appear above problems. Therefore, the definition and classification of video advertising are systematically combed. Thirdly, using the research method of empirical analysis, using the traditional advertising effect evaluation index to design the network video advertising effect impact index, and using SPSS statistical analysis software to carry on the empirical test.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F49;F713.8;F224

【引证文献】