發(fā)布時(shí)間：2018-03-10 22:40

  本文選題：網(wǎng)絡(luò)視頻廣告　切入點(diǎn)：消費(fèi)者感知　出處：《東北財(cái)經(jīng)大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】：網(wǎng)絡(luò)視頻是新興的傳播媒介,它生動(dòng)形象,表現(xiàn)力強(qiáng),改變了傳統(tǒng)圖文傳播的形式,是互聯(lián)網(wǎng)的一場革命。網(wǎng)絡(luò)視頻廣告是在數(shù)字化進(jìn)程中伴隨著網(wǎng)絡(luò)視頻的成長而成長的。網(wǎng)絡(luò)視頻網(wǎng)站的迅猛發(fā)展為視頻廣告提供了肥沃的土壤。網(wǎng)絡(luò)視頻廣告以其覆蓋面廣、形式新穎、推廣高效和內(nèi)容豐富四大特點(diǎn)迅速發(fā)展,大有超越傳統(tǒng)四大媒體的趨勢。隨著網(wǎng)絡(luò)技術(shù)的發(fā)展,其優(yōu)勢將進(jìn)一步顯現(xiàn)。 本文在前人研究的基礎(chǔ)上,從基于消費(fèi)者認(rèn)知的視角出發(fā)研究網(wǎng)絡(luò)視頻廣告效果。對網(wǎng)絡(luò)視頻廣告的定義、分類和發(fā)展進(jìn)行了系統(tǒng)梳理。利用SPSS統(tǒng)計(jì)軟件,采用多種統(tǒng)計(jì)分析方法,驗(yàn)證了吸引力、認(rèn)知度、信息針對性、行為度作為影響網(wǎng)絡(luò)視頻廣告效果的四大關(guān)鍵因素及其重要度排序。同時(shí)對人口統(tǒng)計(jì)變量與廣告效果之間的關(guān)系進(jìn)行了系統(tǒng)的研究與分析。對網(wǎng)絡(luò)視頻廣告六種常見形式進(jìn)行了實(shí)證檢驗(yàn)。本文為網(wǎng)絡(luò)視頻廣告效果的研究指出了一個(gè)方向,也為網(wǎng)絡(luò)視頻廣告相關(guān)的研究領(lǐng)域提出了一個(gè)系統(tǒng)、綜合性的參考。 本研究的主要?jiǎng)?chuàng)新點(diǎn)： 一、研究角度的創(chuàng)新：國內(nèi)對于網(wǎng)絡(luò)視頻廣告的相關(guān)研究仍然較少,有些研究也是基于技術(shù)統(tǒng)計(jì)如點(diǎn)擊率,瀏覽量等。本文采用基于消費(fèi)者感知的角度研究網(wǎng)絡(luò)視頻廣告。能夠更加直接的得到受眾的一手資料和最直觀的反應(yīng)。 二、理論概念的系統(tǒng)梳理：對于網(wǎng)絡(luò)視頻廣告現(xiàn)狀的表述,不同研究者或機(jī)構(gòu)有不同的描述。數(shù)據(jù)統(tǒng)計(jì)也會(huì)有不少出入。筆者研究發(fā)現(xiàn),根源在于對于網(wǎng)絡(luò)視頻廣告的定義不同,不同的歸類方法使得研究出現(xiàn)了上述問題。因此,追根溯源,對于視頻廣告的定義和分類進(jìn)行了系統(tǒng)的梳理。 三、采用實(shí)證分析的研究方法,借鑒傳統(tǒng)廣告效果的評估指標(biāo)設(shè)計(jì)網(wǎng)絡(luò)視頻廣告效果影響指標(biāo),并利用SPSS統(tǒng)計(jì)分析軟件進(jìn)行了實(shí)證檢驗(yàn)。
[Abstract]:Network video is a new medium of communication. It is vivid and expressive, and it has changed the form of traditional graphic communication. Internet video advertising is growing with the growth of network video in the process of digitization. The rapid development of network video website provides fertile soil for video advertising. With the development of network technology, the advantages of the four characteristics of new form, high efficiency and rich content will develop rapidly, and it will surpass the traditional four media. On the basis of previous studies, this paper studies the effects of online video advertising from the perspective of consumer cognition. It systematically combs the definition, classification and development of online video advertising. It also makes use of SPSS statistical software. Using a variety of statistical analysis methods to verify the attractiveness, the degree of recognition, the pertinence of information, Behavior degree is the four key factors affecting the effect of online video advertisement and its importance degree ranking. Meanwhile, the relationship between demographic variables and advertising effect is systematically studied and analyzed. Six kinds of online video advertisement are studied and analyzed. This paper points out a direction for the study of the effect of online video advertising. It also provides a systematic and comprehensive reference for the research field of network video advertisement. The main innovations of this study are as follows:. First, the innovation of the research angle: the related research for the network video advertisement in China is still relatively few, some research is also based on the technical statistics such as click rate, This paper uses the perspective of consumer perception to study online video advertising. It can get the first-hand information of the audience and the most intuitive response more directly. Second, systematic analysis of theoretical concepts: different researchers or organizations have different descriptions of the current situation of online video advertising. There will also be a lot of discrepancy in data statistics. The root of this problem lies in the different definitions of online video advertising, and different classification methods make the research appear above problems. Therefore, the definition and classification of video advertising are systematically combed. Thirdly, using the research method of empirical analysis, using the traditional advertising effect evaluation index to design the network video advertising effect impact index, and using SPSS statistical analysis software to carry on the empirical test.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F49;F713.8;F224

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 楊延兵;;網(wǎng)絡(luò)視頻廣告對受眾的培養(yǎng)分析——以插播式廣告為例[J];科技信息;2012年34期

相關(guān)碩士學(xué)位論文 前1條

1 談?dòng)?我國網(wǎng)絡(luò)視頻廣告探討[D];江西財(cái)經(jīng)大學(xué);2012年

，

本文編號：1595387