大学生对网络广告的态度及其影响因素研究

发布时间：2018-05-03 14:20

本文选题：大学生 + 网络广告　；参考：《东北师范大学》2007年硕士论文

【摘要】： 随着互联网和电子商务的飞速发展,网络广告作为一种新型的网络营销手段,正在影响和改变着人们的生活。受众对于网络广告的态度,对于网络广告效果(品牌态度以及购买意图)的测评有非常重要的意义。大学生是网络广告受众中具有代表性的一个年轻群体,研究大学生对于网络广告的态度,有助于广告设计制作人员和企业营销者针对这一目标消费者群设计和制定合理的营销沟通策略,提高营销沟通的效率。通过对长春市四所大学(院校)的316份有效样本的研究分析,作者发现大学生对网络广告的点击和浏览态度是积极的;而对电子商务的态度却是消极的。大学生对电子商务的态度与其对网络广告的点击和浏览态度相关。网络广告的形式和发布途径与大学生对于网络广告的点击浏览态度无关;网络广告的设计表现形式与大学生对于网络广告的态度相关。此外,大学生的性别、每月可支配金额等人口变量,与大学生对于网络广告的点击浏览态度相关。因此,要改变大学生对于网络广告及电子商务的总体态度,网络广告主和广告设计制作人员的要从商品质量、网络广告的设计表现形式等方面加以改善和提高。
[Abstract]:With the rapid development of the Internet and electronic commerce, network advertising, as a new type of network marketing means, is affecting and changing people's lives. The audience's attitude towards online advertising is of great significance to the evaluation of the effect of online advertising (brand attitude and purchase intention). College students are a representative young group in the network advertising audience. It is helpful for advertising designers and marketers to design and formulate reasonable marketing communication strategies for this target group of consumers and to improve the efficiency of marketing communication. Based on the analysis of 316 effective samples from four universities in Changchun, the author finds that the attitude of college students towards online advertising is positive, but the attitude towards electronic commerce is negative. The attitude of college students to e-commerce is related to their attitude of clicking and browsing on internet advertisement. The form and the way of publication of the online advertisement have nothing to do with the attitude of college students to click and browse the network advertisement, and the design form of the network advertisement is related to the attitude of the university student towards the network advertisement. In addition, the sex of college students, the monthly disposable amount and other demographic variables are related to the attitude of college students to click and browse online advertisements. Therefore, in order to change the overall attitude of college students towards network advertising and electronic commerce, the network advertisers and advertising designers should improve and improve the quality of goods and the design forms of network advertisements.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G645.5

【引证文献】