新媒體廣告?zhèn)鞑サ慕邮苄袨檠芯?/H1>
發(fā)布時間：2019-02-26 10:39
【摘要】：廣告自誕生之日就飽受爭議，但我們卻不能否認廣告為我們生活帶來了便利。隨著經(jīng)濟發(fā)展，廣告形態(tài)也更加豐富，新媒體廣告更是為廣告增添了新的色彩，正以其獨有的互動性、巨大的整合性、超強的即時性等特征改變著廣告?zhèn)鞑シ绞�，改變著受眾接受行為，在新媒體廣告的傳播中，廣告受眾不再僅處于被動地位，而可處于主動地位，廣告受眾不僅僅被動接收廣告信息，而可以主動搜索其需要的信息。 本文主要研究新媒體廣告以及新媒體廣告?zhèn)鞑ギ斨邢M者的接受行為模式。本文采用定量與定性相結(jié)合的研究方法，對新媒體廣告進行定義與分類，構(gòu)建新媒體廣告?zhèn)鞑ソ邮苄袨槔碚撃Ｐ�，并通過實證調(diào)研進一步分析受眾接受行為。 本文主要分為四部分，即文獻綜述部分、理論研究模型構(gòu)建、實證研究部分以及總結(jié)與展望。文獻綜述部分對傳統(tǒng)媒體、新媒體、新媒體廣告以及受眾接受行為進行相關(guān)文獻的搜集與整理，進而奠定本文研究的理論基礎；理論研究模型部分對新媒體廣告進行相關(guān)界定，包括新媒體廣告的含義以及分類，在了解了新媒體廣告之后，構(gòu)建新媒體廣告?zhèn)鞑サ慕邮苄袨槟Ｐ�，并對理論模型進行相應的分析；實證研究部分在理論模型的基礎上進行實證研究，包括研究設計、問卷調(diào)研以及調(diào)研結(jié)果的分析等幾個部分；總結(jié)與展望部分對本文進行整體的概括總結(jié)，，并對新媒體廣告的未來研究進行展望。
[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.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.8;G206
【參考文獻】
相關(guān)期刊論文 前10條
1 黃夢秋;;探究新媒體廣告對白領(lǐng)階層消費文化的影響[J];今傳媒;2012年04期
2 黃妍;;新媒體廣告形式的優(yōu)劣勢——以網(wǎng)絡廣告為例[J];今傳媒;2012年04期
3 陳躍剛;吳艷;;網(wǎng)絡廣告受眾行為研究[J];商業(yè)研究;2009年02期
4 吳輝;;時髦話題的理性思索——我國新媒體廣告研究綜述[J];東南傳播;2007年12期
5 寧翔;;論新媒體廣告的現(xiàn)狀與未來[J];電影評介;2009年17期
6 陳丹霞;;對我國網(wǎng)絡廣告發(fā)展的研究分析[J];電子商務;2010年07期
7 丁學君;;BtoC模式下移動商務用戶接受行為研究[J];電子商務;2010年09期
8 肖明超;;戶外新媒體創(chuàng)新 抓住關(guān)鍵瞬間的受眾注意力[J];中國廣告;2009年04期
9 張濤;;繁華光環(huán)下的隱患——我國新媒體廣告發(fā)展的冷思考[J];中國廣告;2010年05期
10 馬中紅;邱天嬌;;再讀廣告史(四) 中國新媒體發(fā)展大事記[J];中國廣告;2011年04期
本文編號：2430700
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2430700.html
[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.
【學位授予單位】：華中科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.8;G206
【參考文獻】
相關(guān)期刊論文 前10條
1 黃夢秋;;探究新媒體廣告對白領(lǐng)階層消費文化的影響[J];今傳媒;2012年04期
2 黃妍;;新媒體廣告形式的優(yōu)劣勢——以網(wǎng)絡廣告為例[J];今傳媒;2012年04期
3 陳躍剛;吳艷;;網(wǎng)絡廣告受眾行為研究[J];商業(yè)研究;2009年02期
4 吳輝;;時髦話題的理性思索——我國新媒體廣告研究綜述[J];東南傳播;2007年12期
5 寧翔;;論新媒體廣告的現(xiàn)狀與未來[J];電影評介;2009年17期
6 陳丹霞;;對我國網(wǎng)絡廣告發(fā)展的研究分析[J];電子商務;2010年07期
7 丁學君;;BtoC模式下移動商務用戶接受行為研究[J];電子商務;2010年09期
8 肖明超;;戶外新媒體創(chuàng)新 抓住關(guān)鍵瞬間的受眾注意力[J];中國廣告;2009年04期
9 張濤;;繁華光環(huán)下的隱患——我國新媒體廣告發(fā)展的冷思考[J];中國廣告;2010年05期
10 馬中紅;邱天嬌;;再讀廣告史(四) 中國新媒體發(fā)展大事記[J];中國廣告;2011年04期
本文編號：2430700
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2430700.html
