發(fā)布時間：2018-03-31 21:49

  本文選題：IVB廣告　切入點(diǎn)：認(rèn)知水平　出處：《武漢大學(xué)》2017年碩士論文

【摘要】：如今,移動網(wǎng)絡(luò)已經(jīng)成為人們生活不可或缺的一部分,越來越多的企業(yè)選擇使用數(shù)字化多媒體的營銷推廣方式對產(chǎn)品進(jìn)行宣傳,網(wǎng)絡(luò)視頻廣告的重要性也日益凸顯。以往對于網(wǎng)絡(luò)視頻廣告的研究多集中于植入廣告與貼片廣告,探究此類廣告形式對于受眾的注意力、認(rèn)知及偏好、購買意愿等方面,但是對于IVB廣告(視頻內(nèi)置旗幟廣告)這種新類型網(wǎng)絡(luò)視頻廣告的研究卻非常缺乏。并且以往研究的群體均為中國被試,研究群體的文化體系較為單一,并未研究過被試所屬不同文化體系時相反的書寫閱讀方向是否會對水平移動的廣告產(chǎn)生影響。本文從IVB廣告在視頻中的呈現(xiàn)形式入手,意于探究視頻播放時IVB廣告水平移動方向?qū)τ诓煌幕w系的受眾對廣告的認(rèn)知水平及產(chǎn)品態(tài)度的影響,文章通過流暢性解釋該影響的中介作用,發(fā)現(xiàn)被試的書寫閱讀方向所形成的的內(nèi)隱知識提高了被試的感知流暢性,從而導(dǎo)致被試有更高的認(rèn)知水平及產(chǎn)品態(tài)度。文章還研究了在IVB廣告與背景視頻內(nèi)容匹配度不同時對主效應(yīng)的影響。首先,本文通過對語言體系、雙加工模型、內(nèi)隱學(xué)習(xí)/外顯學(xué)習(xí)、流暢性、態(tài)度等文獻(xiàn)理論進(jìn)行了回顧及梳理,提出了本文的研究假設(shè)及模型,接著通過實(shí)證研究的方式對假設(shè)進(jìn)行驗(yàn)證。文章的實(shí)證部分采用實(shí)驗(yàn)結(jié)合問卷調(diào)查的方式,通過兩個實(shí)驗(yàn)來進(jìn)行實(shí)證分析。實(shí)驗(yàn)首先要求被試觀看一段IVB廣告水平移動的視頻,然后要求被試根據(jù)所觀看的視頻填寫問卷,以測量被試的廣告認(rèn)知水平及產(chǎn)品態(tài)度。第一個試驗(yàn)選取了中國大陸被試與巴基斯坦被試,對于不同的IVB廣告水平移動方向,測量比較不同語言體系下被試的認(rèn)知水平及產(chǎn)品態(tài)度,并驗(yàn)證中介效應(yīng);第二個實(shí)驗(yàn)均選取中國大陸被試,通過改變IVB廣告與背景視頻內(nèi)容的匹配度來驗(yàn)證調(diào)節(jié)變量,并進(jìn)一步檢驗(yàn)實(shí)驗(yàn)一得出的分析結(jié)果。文章采用spss19.0對數(shù)據(jù)進(jìn)行分析,用到的統(tǒng)計(jì)方法主要有描述性統(tǒng)計(jì)分析、信度效度分析、相關(guān)分析、方差分析以及回歸分析(三部模型法及Bootstrap法)等。文章通過實(shí)證分析發(fā)現(xiàn)當(dāng)被試的書寫閱讀方向與IVB廣告水平移動方向一致時,被試對于IVB廣告的感知流暢性更高,從而導(dǎo)致了被試較高的認(rèn)知水平及較好的產(chǎn)品態(tài)度,感知流暢性對主效應(yīng)起到了部分中介的作用。此外,IVB廣告水平移動方向與被試的書寫閱讀方向一致性對被試認(rèn)知水平及產(chǎn)品態(tài)度的作用受到了 IVB廣告與背景視頻內(nèi)容匹配的正向調(diào)節(jié)。
[Abstract]:Nowadays, mobile network has become an indispensable part of people's lives. More and more enterprises choose to use digital multimedia marketing to promote products, and the importance of online video advertising is increasingly prominent.In the past, the research on online video advertising focused on the placement of advertisements and patch ads, and explored the attention, cognition and preference, purchase intention and so on of this kind of advertising form to the audience.However, there is a lack of research on IVB advertising (video banner advertising), a new type of online video advertising.And the previous research groups are all Chinese subjects, the cultural system of the study group is relatively single, did not study whether the opposite writing reading direction of the subjects belong to different cultural systems will have an impact on the horizontal movement of advertising.Starting with the presentation of IVB advertising in video, this paper attempts to explore the influence of the orientation of IVB advertising level on the cognitive level and product attitude of audiences in different cultural systems.By explaining the mediating effect of fluency, it is found that implicit knowledge formed by the writing and reading direction of the subjects improves the perceived fluency of the subjects and leads to a higher level of cognition and product attitude.The paper also studies the influence of different matching degree between IVB advertising and background video content on the main effect.Firstly, this paper reviews and combs the literature theories of language system, double processing model, implicit learning / explicit learning, fluency, attitude, and puts forward the research hypotheses and models.Then the hypothesis is verified by empirical research.The empirical part of the article adopts the method of experiment combined with questionnaire, through two experiments to carry on the empirical analysis.First, the subjects were asked to watch a video of IVB advertising level movement, and then the subjects were asked to fill out a questionnaire according to the video they watched to measure the advertising cognitive level and product attitude of the subjects.In the first experiment, Chinese mainland subjects and Pakistani subjects were selected to measure and compare the cognitive level and product attitude of the subjects under different language systems for different directions of IVB advertising level, and to verify the intermediary effect.In the second experiment, all the subjects from mainland China were selected to verify the adjustment variables by changing the matching degree between IVB advertising and background video content, and further to verify the analysis results obtained from experiment 1.In this paper, spss19.0 is used to analyze the data. The statistical methods are descriptive statistical analysis, reliability and validity analysis, correlation analysis, variance analysis and regression analysis (three-part model method and Bootstrap method).Through empirical analysis, it is found that when the direction of writing and reading is the same as that of IVB advertising level, the participants' perception of IVB advertising is more fluency, which leads to the higher cognitive level and better product attitude of the subjects.Perceived fluency partly mediates the main effect.In addition, the effect of the consistency between the moving direction of the advertising level and the writing and reading direction of the subjects on the cognitive level and the product attitude of the subjects was positively adjusted by the matching between the IVB ads and the background video content.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8;F713.55

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