基于消费者心理的旅游网络广告效果评价研究

发布时间：2018-05-12 23:38

本文选题：消费者心理 + 旅游网络广告　；参考：《中国海洋大学》2012年硕士论文

【摘要】：随着网民数量的日渐增长，电子商务和网络消费成为这个时代的新宠，网络交易使生产者与消费者之间的中间环节大大减少，网络信息对消费者的购买决策起到重要作用。在这种背景之下，网络广告作为一种重要的网络信息方式，其作用日益突出，成为一种新的营销方式。网络广告市场逐渐发展壮大，并拓展至多个领域，旅游业发达国家的各类大、中型旅游企业和旅游组织大部分都已顺应时代和旅游大众化发展的要求，进行网上旅游宣传，旅游网络广告逐渐起步，成为促进旅游网上交易的主要形式，它不仅能将旅游信息传递递到消费者手中，更能够刺激消费者心理使其产生旅游行为。因此，，如何有效的研究消费者心理各要素来提升旅游网络广告的宣传效果，促进消费者产生旅游行为，对推动当前我国在线旅游行业的快速发展有着重要意义。基于以上考量，本文把旅游网络广告作为研究对象，从消费者心理视角来探讨其效果，希望在学术意义上能充实旅游广告研究理论，在现实意义上能对当前我国旅游网络广告的设计及投放提供建议,推动我国在线旅游业合理有序发展。通过国内外对旅游广告效果、网络广告效果及少量旅游网络广告效果评价相关研究现状的概述，在查阅大量资料的基础上明确研究目标为基于消费者心理的旅游网络广告效果评价指标体系及数学评价模型的构建。根据旅游学和广告学、心理学等成熟理论的阐述，得出旅游网络广告的定义、类型及与传统旅游广告的差别，总结出旅游网络广告效果评价的25个指标，编制调查问卷经过实证研究，对评价指标设置进行了调整，利用社会统计学软件SPSS19.0对收集的数据进行了处理，通过因子分析抽取旅游信息、情感驱动、认知程度、吸引程度、记忆效果、可信程度六个主因子，并对评价指标进行了重要性分析和差异度分析。然后根据因子分析的结果建立了基于消费者心理视角旅游网络广告效果评价指标体系，结合模糊综合评价法建立数学评价模型，最后，以青岛旅游局微博广告为案例，结合数学评价模型对其效果进行了评价。旅游网络广告的研究是一个新的研究视角，需要用到旅游学、广告学和网络的相关理论，文章从消费者心理视角对其效果进行了评价，有助于推动旅游网络广告学相关理论体系的构建，在实践上对旅游相关部门投放旅游网络广告具有一定的实际参考价值。但本文只是一个尝试性研究。对于旅游网络广告效果的评价还有许多需要继续研究和探索的问题，值得相关学者进行深入研究。
[Abstract]:With the increasing number of Internet users, e-commerce and Internet consumption have become the new favorite of this era. The network transaction has greatly reduced the intermediate links between producers and consumers, and network information plays an important role in consumers' purchasing decisions. Under this background, as an important way of network information, network advertisement plays an increasingly prominent role and becomes a new marketing method. The online advertising market has gradually developed and expanded to a number of fields. Most of the large and medium-sized tourism enterprises and tourism organizations in developed tourism countries have complied with the requirements of the times and the popular development of tourism and carried out online tourism propaganda. Tourism online advertising has gradually started to become the main form of promoting tourism online transactions. It can not only transfer tourism information to consumers, but also stimulate consumers' psychology to produce tourism behavior. Therefore, how to effectively study the factors of consumer psychology to promote the publicity effect of tourism online advertising, promote consumer tourism behavior, to promote the current rapid development of online tourism industry in China has an important significance. Based on the above considerations, this paper regards tourism online advertising as the object of study, discusses its effect from the perspective of consumer psychology, hoping to enrich the theory of tourism advertising research in the academic sense. In a practical sense, it can provide suggestions for the design and delivery of tourism network advertisements in China, and promote the rational and orderly development of China's online tourism industry. Through the domestic and foreign tourism advertising effect, the network advertising effect and a small amount of tourism network advertising effect evaluation related research status quo, On the basis of consulting a large amount of data, the research goal is to establish the evaluation index system and mathematical evaluation model of tourism network advertising effect based on consumer psychology. According to the mature theories of tourism, advertising, psychology and so on, the definition, type and difference between tourism network advertisement and traditional tourism advertisement are obtained, and 25 indexes of tourism network advertisement effect evaluation are summarized. After an empirical study, the author adjusted the evaluation index setting, processed the collected data by using the social statistics software SPSS19.0, and extracted tourism information, affective drive, cognitive degree and attraction degree by factor analysis. There are six main factors of memory effect and credibility, and the importance and difference of evaluation index are analyzed. Then, according to the result of factor analysis, the evaluation index system of tourism network advertising effect based on consumer psychological perspective is established, and the mathematical evaluation model is established combined with fuzzy comprehensive evaluation method. Finally, the Weibo advertisement of Qingdao Tourism Bureau is taken as an example. Combined with mathematical evaluation model, its effect is evaluated. The research of tourism online advertising is a new research perspective, which needs to use the theories of tourism, advertising and network. The article evaluates its effect from the perspective of consumer psychology. It is helpful to promote the construction of the related theory system of tourism network advertising, and has certain practical reference value for tourism related departments to put in tourism network advertisement in practice. But this paper is only a tentative study. There are still many problems that need to be studied and explored for the evaluation of the effect of tourism online advertising, which is worthy of further study by relevant scholars.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;F592;F224

【引证文献】