本文選題：消費(fèi)者心理 + 旅游網(wǎng)絡(luò)廣告�。� 參考：《中國海洋大學(xué)》2012年碩士論文

【摘要】：隨著網(wǎng)民數(shù)量的日漸增長，電子商務(wù)和網(wǎng)絡(luò)消費(fèi)成為這個(gè)時(shí)代的新寵，網(wǎng)絡(luò)交易使生產(chǎn)者與消費(fèi)者之間的中間環(huán)節(jié)大大減少，網(wǎng)絡(luò)信息對消費(fèi)者的購買決策起到重要作用。在這種背景之下，網(wǎng)絡(luò)廣告作為一種重要的網(wǎng)絡(luò)信息方式，其作用日益突出，成為一種新的營銷方式。網(wǎng)絡(luò)廣告市場逐漸發(fā)展壯大，并拓展至多個(gè)領(lǐng)域，旅游業(yè)發(fā)達(dá)國家的各類大、中型旅游企業(yè)和旅游組織大部分都已順應(yīng)時(shí)代和旅游大眾化發(fā)展的要求，進(jìn)行網(wǎng)上旅游宣傳，旅游網(wǎng)絡(luò)廣告逐漸起步，成為促進(jìn)旅游網(wǎng)上交易的主要形式，它不僅能將旅游信息傳遞遞到消費(fèi)者手中，更能夠刺激消費(fèi)者心理使其產(chǎn)生旅游行為。因此，，如何有效的研究消費(fèi)者心理各要素來提升旅游網(wǎng)絡(luò)廣告的宣傳效果，促進(jìn)消費(fèi)者產(chǎn)生旅游行為，對推動當(dāng)前我國在線旅游行業(yè)的快速發(fā)展有著重要意義。 基于以上考量，本文把旅游網(wǎng)絡(luò)廣告作為研究對象，從消費(fèi)者心理視角來探討其效果，希望在學(xué)術(shù)意義上能充實(shí)旅游廣告研究理論，在現(xiàn)實(shí)意義上能對當(dāng)前我國旅游網(wǎng)絡(luò)廣告的設(shè)計(jì)及投放提供建議,推動我國在線旅游業(yè)合理有序發(fā)展。 通過國內(nèi)外對旅游廣告效果、網(wǎng)絡(luò)廣告效果及少量旅游網(wǎng)絡(luò)廣告效果評價(jià)相關(guān)研究現(xiàn)狀的概述，在查閱大量資料的基礎(chǔ)上明確研究目標(biāo)為基于消費(fèi)者心理的旅游網(wǎng)絡(luò)廣告效果評價(jià)指標(biāo)體系及數(shù)學(xué)評價(jià)模型的構(gòu)建。根據(jù)旅游學(xué)和廣告學(xué)、心理學(xué)等成熟理論的闡述，得出旅游網(wǎng)絡(luò)廣告的定義、類型及與傳統(tǒng)旅游廣告的差別，總結(jié)出旅游網(wǎng)絡(luò)廣告效果評價(jià)的25個(gè)指標(biāo)，編制調(diào)查問卷經(jīng)過實(shí)證研究，對評價(jià)指標(biāo)設(shè)置進(jìn)行了調(diào)整，利用社會統(tǒng)計(jì)學(xué)軟件SPSS19.0對收集的數(shù)據(jù)進(jìn)行了處理，通過因子分析抽取旅游信息、情感驅(qū)動、認(rèn)知程度、吸引程度、記憶效果、可信程度六個(gè)主因子，并對評價(jià)指標(biāo)進(jìn)行了重要性分析和差異度分析。然后根據(jù)因子分析的結(jié)果建立了基于消費(fèi)者心理視角旅游網(wǎng)絡(luò)廣告效果評價(jià)指標(biāo)體系，結(jié)合模糊綜合評價(jià)法建立數(shù)學(xué)評價(jià)模型，最后，以青島旅游局微博廣告為案例，結(jié)合數(shù)學(xué)評價(jià)模型對其效果進(jìn)行了評價(jià)。 旅游網(wǎng)絡(luò)廣告的研究是一個(gè)新的研究視角，需要用到旅游學(xué)、廣告學(xué)和網(wǎng)絡(luò)的相關(guān)理論，文章從消費(fèi)者心理視角對其效果進(jìn)行了評價(jià)，有助于推動旅游網(wǎng)絡(luò)廣告學(xué)相關(guān)理論體系的構(gòu)建，在實(shí)踐上對旅游相關(guān)部門投放旅游網(wǎng)絡(luò)廣告具有一定的實(shí)際參考價(jià)值。但本文只是一個(gè)嘗試性研究。對于旅游網(wǎng)絡(luò)廣告效果的評價(jià)還有許多需要繼續(xù)研究和探索的問題，值得相關(guān)學(xué)者進(jìn)行深入研究。
[Abstract]:With the increasing number of Internet users, e-commerce and Internet consumption have become the new favorite of this era. The network transaction has greatly reduced the intermediate links between producers and consumers, and network information plays an important role in consumers' purchasing decisions. Under this background, as an important way of network information, network advertisement plays an increasingly prominent role and becomes a new marketing method. The online advertising market has gradually developed and expanded to a number of fields. Most of the large and medium-sized tourism enterprises and tourism organizations in developed tourism countries have complied with the requirements of the times and the popular development of tourism and carried out online tourism propaganda. Tourism online advertising has gradually started to become the main form of promoting tourism online transactions. It can not only transfer tourism information to consumers, but also stimulate consumers' psychology to produce tourism behavior. Therefore, how to effectively study the factors of consumer psychology to promote the publicity effect of tourism online advertising, promote consumer tourism behavior, to promote the current rapid development of online tourism industry in China has an important significance. Based on the above considerations, this paper regards tourism online advertising as the object of study, discusses its effect from the perspective of consumer psychology, hoping to enrich the theory of tourism advertising research in the academic sense. In a practical sense, it can provide suggestions for the design and delivery of tourism network advertisements in China, and promote the rational and orderly development of China's online tourism industry. Through the domestic and foreign tourism advertising effect, the network advertising effect and a small amount of tourism network advertising effect evaluation related research status quo, On the basis of consulting a large amount of data, the research goal is to establish the evaluation index system and mathematical evaluation model of tourism network advertising effect based on consumer psychology. According to the mature theories of tourism, advertising, psychology and so on, the definition, type and difference between tourism network advertisement and traditional tourism advertisement are obtained, and 25 indexes of tourism network advertisement effect evaluation are summarized. After an empirical study, the author adjusted the evaluation index setting, processed the collected data by using the social statistics software SPSS19.0, and extracted tourism information, affective drive, cognitive degree and attraction degree by factor analysis. There are six main factors of memory effect and credibility, and the importance and difference of evaluation index are analyzed. Then, according to the result of factor analysis, the evaluation index system of tourism network advertising effect based on consumer psychological perspective is established, and the mathematical evaluation model is established combined with fuzzy comprehensive evaluation method. Finally, the Weibo advertisement of Qingdao Tourism Bureau is taken as an example. Combined with mathematical evaluation model, its effect is evaluated. The research of tourism online advertising is a new research perspective, which needs to use the theories of tourism, advertising and network. The article evaluates its effect from the perspective of consumer psychology. It is helpful to promote the construction of the related theory system of tourism network advertising, and has certain practical reference value for tourism related departments to put in tourism network advertisement in practice. But this paper is only a tentative study. There are still many problems that need to be studied and explored for the evaluation of the effect of tourism online advertising, which is worthy of further study by relevant scholars.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.8;F592;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 王琛;房地產(chǎn)電子商務(wù)營銷模式應(yīng)用研究[D];山東建筑大學(xué);2013年

本文編號：1880682