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  本文關(guān)鍵詞：基于傳播視角的網(wǎng)絡(luò)廣告效果影響因素研究　出處：《中北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 網(wǎng)絡(luò)廣告 效果 影響因素 傳播視角

【摘要】：信息技術(shù)時代，互聯(lián)網(wǎng)的崛起為企業(yè)擴(kuò)展市場空間帶來了難得的機(jī)遇，越來越多企業(yè)努力在戰(zhàn)略、營銷和技術(shù)上革新以適應(yīng)網(wǎng)絡(luò)技術(shù)帶來的全方位挑戰(zhàn)，這就為網(wǎng)絡(luò)廣告的發(fā)展提供了土壤。與此同時，如何迅速而高效地利用網(wǎng)絡(luò)廣告將產(chǎn)品和品牌信息傳遞給消費者，就成了經(jīng)營者和學(xué)界關(guān)注的焦點。 本研究從技術(shù)經(jīng)濟(jì)及管理學(xué)科的研究范式出發(fā)，以網(wǎng)絡(luò)廣告效果影響因素為研究對象，，采用了系統(tǒng)分析、綜合分析等研究方法，將理論分析和實證研究結(jié)合演繹，以期為企業(yè)網(wǎng)絡(luò)廣告項目投資與效果評估提供思路。分析過程中運用了廣告?zhèn)鞑�學(xué)和社會心理學(xué)的相關(guān)理論，在梳理相關(guān)文獻(xiàn)的基礎(chǔ)上，首先界定了網(wǎng)絡(luò)廣告效果的研究邊界，進(jìn)而依據(jù)廣告效果層級模式理論和態(tài)度三要素結(jié)構(gòu)等理論將網(wǎng)絡(luò)廣告效果劃分為消費者態(tài)度和消費者行為兩個維度；然后從網(wǎng)絡(luò)廣告投放媒介、網(wǎng)絡(luò)廣告受眾和網(wǎng)絡(luò)廣告設(shè)計三方面歸納出網(wǎng)絡(luò)媒介服務(wù)質(zhì)量、網(wǎng)絡(luò)媒介知名度、消費者經(jīng)歷、品牌忠誠度、消費者卷入度、消費者創(chuàng)新性、網(wǎng)絡(luò)廣告信息針對性和情感驅(qū)動性八項影響因素，構(gòu)建了概念模型并提出相關(guān)假設(shè)。 通過問卷調(diào)查的形式，對山西省8所高校的600名在校學(xué)生進(jìn)行調(diào)查，運用效度分析、信度分析和結(jié)構(gòu)方程模型對372份有效問卷的數(shù)據(jù)進(jìn)行了統(tǒng)計分析，驗證假設(shè)、修正模型并得出了結(jié)論。結(jié)論認(rèn)為消費者品牌忠誠度、消費者卷入度和消費者創(chuàng)新性與網(wǎng)絡(luò)廣告效果之間具備正相關(guān)關(guān)系，而網(wǎng)絡(luò)媒介知名度、網(wǎng)絡(luò)廣告情感驅(qū)動性對消費者態(tài)度的影響沒有被證實，網(wǎng)絡(luò)廣告服務(wù)質(zhì)量、消費者經(jīng)歷和網(wǎng)絡(luò)廣告信息針對性對消費者行為的影響沒有得到證實。最后，研究從企業(yè)層面提出了投放網(wǎng)絡(luò)廣告的管理建議：選擇服務(wù)優(yōu)質(zhì)、知名度高的網(wǎng)絡(luò)媒介發(fā)布網(wǎng)絡(luò)廣告；加強(qiáng)對網(wǎng)絡(luò)受眾特征的把握，制定差異化的網(wǎng)絡(luò)廣告策略；重視網(wǎng)絡(luò)廣告的設(shè)計和制作，傳達(dá)更加科學(xué)的廣告信息。
[Abstract]:In the age of information technology, the rise of the Internet has brought a rare opportunity for enterprises to expand their market space. More and more enterprises are striving to innovate in strategy, marketing and technology to meet the overall challenges brought by network technology. At the same time, how to quickly and efficiently transfer product and brand information to consumers has become the focus of attention of managers and scholars. Based on the research paradigm of technology economy and management, this study takes the influencing factors of network advertising effect as the research object, and adopts systematic analysis, comprehensive analysis and other research methods. Combining theoretical analysis and empirical research to provide ideas for investment and effect evaluation of online advertising projects. In the process of analysis, we use the relevant theories of advertising communication and social psychology. On the basis of combing the relevant literature, this paper first defines the research boundary of the effect of online advertising. Then according to the theory of hierarchical model of advertising effect and the structure of three elements of attitude, the network advertising effect is divided into two dimensions: consumer attitude and consumer behavior. Then from the network advertising media, network advertising audience and network advertising design three aspects of network media service quality, network media popularity, consumer experience, brand loyalty, consumer involvement. Consumer innovation, network advertising information pertinence and affective driving eight factors, build a conceptual model and put forward relevant assumptions. Through the form of questionnaire, 600 students in 8 universities in Shanxi Province were investigated, and the validity analysis was used. Reliability analysis and structural equation model were used to analyze 372 valid questionnaire data, to verify the hypothesis, to modify the model and to draw a conclusion. The conclusion is that consumer brand loyalty. There is a positive correlation between the degree of consumer involvement and consumer innovation and the effectiveness of online advertising. However, the influence of network media popularity and emotional drive of online advertising on consumer attitude has not been proved. The quality of online advertising service, consumer experience and targeted advertising information on the impact of consumer behavior has not been confirmed. Finally. The paper puts forward some suggestions on the management of online advertising from the enterprise level: choosing the network media with high quality service and high visibility to publish the network advertisement; Strengthen the understanding of the characteristics of the network audience, formulate differentiated network advertising strategy; Pay attention to the design and production of network advertising, convey more scientific advertising information.
【學(xué)位授予單位】：中北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.8;F224

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