情境感知移动广告系统研究与设计

发布时间：2018-05-25 04:07

本文选题：移动广告 + 情境感知　；参考：《大连海事大学》2012年硕士论文

【摘要】：通过提供与消费者相关的广告内容来促进产品销售是广告主理想的广告投放方式之一。为达到这个目标,广告主需要了解消费者的购买偏好和当前的购买情境,来设计或制定可以符合目标群体的广告。智能移动设备的发展为广告传播提供了一种新的渠道,同时也提供了收集和了解消费者购买偏好和消费行为的新手段。在这个背景下,通过移动设备获取消费者购买偏好及消费行为,并根据不同的情境来投放适当的广告,恰恰也符合情境感知服务所要达到的目标,即能利用用户的情境信息给用户提供适合于当时人物、时间、位置、活动的信息或服务。为了使移动广告能达到情境感知服务所要达到的效果,并能构建合理的移动广告系统,本文首先利用资料调研及用户研究方法了解日常生活中的消费者对移动广告的态度及移动广告的特点,总结了移动广告既能让用户接受又要达到传播效果需要满足的四个条件：1)内容一定要与消费者相关；2)可以更好地融入购物过程；3)可以为消费者带来即得利益；4)一定是安全的、保护消费者隐私的。其次,本文以超市购物环境为例,提出了六种超市购物环境下的移动广告情境：设备情境、位置情境、时间情境、商品情境、消费者情境和商家情境,在特定的应用场景中描述了这六种情境的交互关系。在此基础上,构建了情境感知移动广告系统的架构及功能。最后,为增强移动广告交互性,设计了情境感知移动广告的优惠交互概念和原型界面,并对概念和原型设计进行了基于用户的确认及验证。本文利用情境感知服务概念为主要指导原则,将用户为中心的理念应用到整个研究过程中,利用用户研究方法,对移动广告特点进行了解,提出了移动广告的设计原则,建立了情境感知的移动广告系统体系架构,并设计和验证了基于优惠的移动广告的交互功能。
[Abstract]:It is an ideal advertising way for advertisers to promote product sales by providing consumer-related advertising content. In order to achieve this goal, advertisers need to understand consumers' purchase preferences and the current purchasing situation to design or design advertisements that can meet the target groups. The development of smart mobile devices not only provides a new channel for advertising dissemination, but also provides a new way to collect and understand consumers' purchase preference and behavior. In this context, obtaining consumers' purchase preference and behavior through mobile devices, and placing appropriate advertisements according to different situations, are also in line with the objectives of context-aware services. That is, the user can use the situation information to provide the user with information or services suitable for the person, time, location, and activities of the time. In order to make mobile advertising achieve the effect of situational awareness service, and build a reasonable mobile advertising system, In this paper, we first use data research and user research methods to understand the consumer's attitude towards mobile advertising and the characteristics of mobile advertising. This paper summarizes that mobile advertising can not only make users accept but also achieve the four conditions that need to be satisfied to achieve the effect of communication: (1) the content must be relevant to consumers. (2) it can better integrate into the shopping process. (3) it can bring immediate benefits to consumers! 4) it must be safe. Protecting consumer privacy. Secondly, taking supermarket shopping environment as an example, this paper puts forward six situations of mobile advertising in supermarket shopping environment: equipment situation, location situation, time situation, commodity situation, consumer situation and merchant situation. The interaction of these six situations is described in a specific application scenario. On this basis, the structure and function of context-aware mobile advertising system are constructed. Finally, in order to enhance the interaction of mobile advertising, the concept of preferential interaction and prototype interface of context-aware mobile advertising are designed, and the concept and prototype design are confirmed and verified based on users. In this paper, the concept of context-aware service is used as the main guiding principle, the user-centered concept is applied to the whole research process, and the characteristics of mobile advertising are understood by the method of user research, and the design principles of mobile advertising are put forward. The architecture of context-aware mobile advertising system is established, and the interactive function of preferential mobile advertising is designed and verified.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TN929.5;TP393.09

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