新媒体广告传播的接受行为研究
发布时间：2019-02-26 10:39
【摘要】：广告自诞生之日就饱受争议，但我们却不能否认广告为我们生活带来了便利。随着经济发展，广告形态也更加丰富，新媒体广告更是为广告增添了新的色彩，正以其独有的互动性、巨大的整合性、超强的即时性等特征改变着广告传播方式，改变着受众接受行为，在新媒体广告的传播中，广告受众不再仅处于被动地位，而可处于主动地位，广告受众不仅仅被动接收广告信息，而可以主动搜索其需要的信息。 本文主要研究新媒体广告以及新媒体广告传播当中消费者的接受行为模式。本文采用定量与定性相结合的研究方法，对新媒体广告进行定义与分类，构建新媒体广告传播接受行为理论模型，并通过实证调研进一步分析受众接受行为。 本文主要分为四部分，即文献综述部分、理论研究模型构建、实证研究部分以及总结与展望。文献综述部分对传统媒体、新媒体、新媒体广告以及受众接受行为进行相关文献的搜集与整理，进而奠定本文研究的理论基础；理论研究模型部分对新媒体广告进行相关界定，包括新媒体广告的含义以及分类，在了解了新媒体广告之后，构建新媒体广告传播的接受行为模型，并对理论模型进行相应的分析；实证研究部分在理论模型的基础上进行实证研究，包括研究设计、问卷调研以及调研结果的分析等几个部分；总结与展望部分对本文进行整体的概括总结，，并对新媒体广告的未来研究进行展望。
[Abstract]:Advertising has been controversial since its birth, but we cannot deny that advertising has facilitated our lives. With the development of economy, the form of advertisement is more abundant, the new media advertisement adds new color to advertisement, and it is changing the way of advertisement communication with its unique interactivity, huge integration, super-real-time, and so on. In the communication of new media advertising, the advertising audience is no longer in the passive position, but also in the active position. The advertising audience can not only passively receive the advertising information, but also actively search for the information it needs. This article mainly studies the new media advertisement and the new media advertisement dissemination in the consumer's acceptance behavior pattern. Using quantitative and qualitative methods, this paper defines and classifies new media advertising, constructs a theoretical model of new media advertising communication acceptance behavior, and further analyzes audience acceptance behavior through empirical research. This paper is divided into four parts, that is, literature review, theoretical research model construction, empirical research part and summary and prospect. Literature review part of traditional media, new media advertising and audience acceptance behavior of the relevant literature collection and collation, and then lay the theoretical basis for this study; The part of theoretical research model defines the new media advertisement, including the meaning and classification of the new media advertisement. After understanding the new media advertisement, it constructs the acceptance behavior model of the new media advertisement communication. And carry on the corresponding analysis to the theoretical model; The empirical research part carries on the empirical research on the basis of the theoretical model, including the research design, the questionnaire investigation and the research result analysis and so on. The part of summary and prospect summarizes the whole paper, and looks forward to the future research of new media advertisement.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;G206
本文编号：2430700
[Abstract]:Advertising has been controversial since its birth, but we cannot deny that advertising has facilitated our lives. With the development of economy, the form of advertisement is more abundant, the new media advertisement adds new color to advertisement, and it is changing the way of advertisement communication with its unique interactivity, huge integration, super-real-time, and so on. In the communication of new media advertising, the advertising audience is no longer in the passive position, but also in the active position. The advertising audience can not only passively receive the advertising information, but also actively search for the information it needs. This article mainly studies the new media advertisement and the new media advertisement dissemination in the consumer's acceptance behavior pattern. Using quantitative and qualitative methods, this paper defines and classifies new media advertising, constructs a theoretical model of new media advertising communication acceptance behavior, and further analyzes audience acceptance behavior through empirical research. This paper is divided into four parts, that is, literature review, theoretical research model construction, empirical research part and summary and prospect. Literature review part of traditional media, new media advertising and audience acceptance behavior of the relevant literature collection and collation, and then lay the theoretical basis for this study; The part of theoretical research model defines the new media advertisement, including the meaning and classification of the new media advertisement. After understanding the new media advertisement, it constructs the acceptance behavior model of the new media advertisement communication. And carry on the corresponding analysis to the theoretical model; The empirical research part carries on the empirical research on the basis of the theoretical model, including the research design, the questionnaire investigation and the research result analysis and so on. The part of summary and prospect summarizes the whole paper, and looks forward to the future research of new media advertisement.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;G206
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