基于消费者因素的网络广告效果实证分析

发布时间：2018-09-04 16:56

【摘要】：作为信息的承载者和传播者，，互联网具有跨时空、低成本和交互性等传统媒介无法比拟的先天优势，已成为继报纸、杂志、广播、电视之后的“第五媒体”。随着互联网渗透率的加速和电子商务的蓬勃发展，网络营销市场的日益成熟，以互联网为传播媒介的网络广告的价值也越来越受到人们的重视。广告商对网络广告的要求也在不断提高，其广告投放行为更趋理性，愈发追求广告投放的精准性与广告效果的最大化。本文在大量阅读国内外网络广告效果研究文献的基础上，结合广告对消费者的作用机制，从消费者层面出发，归纳出可能对网络广告效果产生显著影响的消费者因素，构建这些因素与网络广告效果之间的相互影响关系，目的就从消费者因素这个层面，了解网络广告如何对消费者发挥作用，以及哪些因素会影响网络广告效果，从而为广告主在制定网络广告策略时提供建议。本文在问卷量表设计上，主要是借鉴前人研究中被经常引用的且比较成熟的问题，采用描述性统计分析、信度效度分析、方差分析、相关分析和回归分析等多种统计分析方法，利用SPSS软件对调查问卷收集的数据进行分析，对消费者人口特征因素、网络使用程度、产品知识和产品介入程度对网络广告效果的影响，以及网络广告效果之间的影响关系进行了实证研究。
[Abstract]:As the carrier and disseminator of information, the Internet has many advantages over traditional media, such as spanning time and space, low cost and interaction. It has become the "fifth media" after newspapers, magazines, radio and television. With the acceleration of Internet penetration and the vigorous development of e-commerce, the network marketing market is becoming increasingly mature to interact with each other. The value of Internet advertising as a medium of communication has been paid more and more attention by people. Advertisers'requirements for Internet advertising are also increasing, and their advertising behavior is becoming more rational, more and more pursuing the accuracy of advertising and the maximization of advertising effect.
On the basis of reading a large number of domestic and foreign literature on the effect of online advertising, combining with the mechanism of advertising on consumers, starting from the consumer level, this paper sums up the consumer factors that may have a significant impact on the effect of online advertising, and constructs the relationship between these factors and the effect of online advertising, aiming at the consumers. At this level, we should understand how online advertising works for consumers and what factors will affect the effectiveness of online advertising, so as to provide advices for advertisers in formulating online advertising strategies.
In the design of questionnaire, this paper mainly refers to the frequently cited and mature problems in previous studies, uses descriptive statistical analysis, reliability and validity analysis, variance analysis, correlation analysis and regression analysis and other statistical analysis methods, uses SPSS software to analyze the data collected from the questionnaire, and to analyze the characteristics of consumer population. This paper makes an empirical study on the influence of levy factor, degree of network usage, product knowledge and degree of product involvement on the effect of online advertising and the relationship between the effect of online advertising.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F224

【参考文献】