网络广告特性及其效果间关系的实证研究

发布时间：2018-04-23 23:38

本文选题：网络广告 + 特性　；参考：《大连理工大学》2007年硕士论文

【摘要】： 网上交易以其高效率、低成本的优势，在世界范围内迅猛发展，成为全球经济发展中的新的增长点。在电子商务环境中，由于生产者与消费者之间的中间环节的减少，广告的作用更加突出，，也被越来越多的企业或商家所重视。对网络广告效果的测评，是支付了巨额广告费用的商家最为关心的问题。本文采用实证分析的方法，对网络广告的特性对广告效果的影响进行了研究，目的是给中国的网络广告主和广告代理商提出些有关制作和发布广告方面的实用建议。根据前人的研究成果以及在此基础上的分析推论，建立了网络广告特性对广告效果的影响模型。在这个模型中，将网络广告的几大主要特性以及网络广告的效果做一整合，试图找到它们之间的关系。广告效果的发挥来自对其消费者特性的把握，是整个广告过程中最重要的课题。从消费者角度研究其对网络广告的接受特点无疑成为了改进网络广告效果的必要手段。因此，本论文从网络广告几大主要特性出发，来研究消费者接受网络广告的心理与行为特点，以期得出改进网络广告效果的方法。论文以营销学、心理学的基本理论为基础，通过实证研究的方法，首先分析了网络广告的特性。然后从受众态度变化的三个环节认知、意化、驱动来阐述了受众对网络广告信息的接受过程。最后通过问卷调查、控制实验等方法对消费者接受网络广告的效果与行为特点进行了研究，并从网络广告设计制作与发布方面提出了改进网络广告效果的若干策略，对网络广告的发展和运作具有实际指导意义。
[Abstract]:With the advantages of high efficiency and low cost, online trading has developed rapidly in the world, and has become a new growth point in the global economic development. In the e-business environment, the role of advertising is becoming more and more prominent because of the reduction of intermediate links between producers and consumers, and more and more enterprises or businesses pay attention to it. The evaluation of fruit is the most concerned problem for businessmen who have paid a lot of advertising expenses.
This paper uses the method of empirical analysis to study the influence of the characteristics of Internet advertising on the effect of advertising. The purpose is to give some practical suggestions on the production and advertising of the Internet advertisers and advertising agents in China. Based on the results of previous studies and the analysis and inference on this basis, the Internet advertising special is established. The model of the impact of sex on the effect of advertising. In this model, it integrates the main features of Internet advertising and the effect of Internet advertising, trying to find the relationship between them.
It is the most important issue in the whole process of advertising, which is the most important issue in the whole process of advertising. It is undoubtedly a necessary means to improve the effect of Internet advertising from the perspective of the consumer. Therefore, this paper studies the consumer acceptance of the network from the main characteristics of the network advertising. The psychological and behavioral characteristics of advertisements are expected to improve the effectiveness of online advertising.
Based on the basic theory of marketing and psychology, this paper first analyzes the characteristics of Internet advertising by means of empirical research, and then expounds the acceptance process of the audience to the Internet advertising information from the three aspects of the change of the audience's attitude. Finally, the methods of questionnaire investigation and control experiments are used to accept the consumer acceptance. The effects and behavior characteristics of Internet advertising are studied, and some strategies to improve the effect of network advertising are put forward from the design, production and release of network advertising, which have practical guiding significance for the development and operation of network advertising.

【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8;F49

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