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MBA毕业论文_视频广告对观众购买意愿影响的实证研究-以情感反应为中介变量PDF

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现如今,短视频正在成为我国产业的一个新风口,由于短视频经济正在逐 步地全方位走入人们的生活,直播等一系列应用方兴未艾,互联网对人们的经 济行为模式也不断地体现出了全面的影响。短视频正在以前所未有的态势改变 着人们的消费行为,许多消费者对这种新型的营销渠道模式产生了非常高的接 受度。网络购物正在逐渐变成人们生活的一种日常行为,短视频的观看也成为 许许多多民众日常生活所不可或缺的一部分,而依托于短视频进行的广告营销 手段则也在这一趋势中扮演着越来越重要的角色。 同时,目前大数据的相关应用正在逐渐深入到人民的日常生活之中,这也 使得消费者心理相关的研究与运用有了全新的角度与切入点。短视频产业可以 借助这一切入口,寻找到崭新的商机,分析短视频广告对观众造成影响的机制, 探讨其促进观众消费的具体方式,进而让商家通过其中的相关元素来针对性地 才去相关措施,例如结合自身的营销需求去设计短视频广告美术元素、确定短 视频广告的投放平台、寻求合理的广告合作伙伴,等等,以此来通过短视频广 告这一窗口带动整个电子商务产业链上其它相关要素的发展。 在短视频广告相关产业足够发达的情况下,电商平台也可以借此机会来做 更多营销工作,让消费者拥有更多的信息获取渠道,得到更多的产品选择空间, 而短视频的制作者也可以从中与商家之间达成利润分成,这种新兴的业态可以 想见将会有着很大的发展潜力。 基于这一产业生态现状,本文依据刺激——有机体——反应模型这一理论, 确定研究的理论框架,将短视频广告本身定义为“刺激”,观众观看广告之后的 情感过程定义为“有机体”,而情感过程被引发的结果,也即购买意愿定义为“反 应”,然后展开了关于短视频广告与观众情感反应、购买意愿这几个变量之间的 关联性研究,采用文献研究法、问卷调研法和数据统计分析法,依据一定的规 则来选择量表,根据要求编辑撰写调查问卷,问卷调研采取便利取样,因此线 下调查问卷主要在校园周边进行,线上问卷通过微信朋友圈和微信群进行转发 填写,收货有效问卷449份,有效问卷回收率87.69%。研究收获的问卷数据在 经过输机、汇总、格式整理之后,均通过SPSS22.0软件来做了必要的统计学分 II 析处理。 短视频广告的的三个属性专业性、产品涉入度、互动性与观众的购买意愿 之间都是正相关的关系。短视频广告与观众的情感反应之间是正相关的关系, 其中短视频广告的专业性、产品涉入度和吸引力与观众的情感快乐之间分别都 是正相关的关系;短视频广告的专业性、产品涉入度和吸引力与观众的情感唤 起之间分别都是正相关的关系。同时,情感反应对购买愿望具有正向影响,在 其两个分维度方面, 情感快乐对购买愿望具有正向影响,情感唤起对购买愿望 具有正向影响。短视频广告的作用机制之一是通过影响观众群体的情感反应, 让他们产生对应的行为,也即购买意愿产生变化,故情感反应这一变量可以在 另两者的关联中成为中介变量。 本文的建议从商品生产企业、短视频广告从业者、短视频广告观众这三个 方面所提出,就企业方面而言,建议其有的放矢、有所侧重,可以将传统营销 手段中的一些经验因素融合到互联网营销的过程中来,尽可能地与群众进行广 泛的互动,把信息精准而有效地传达给受众,明确自己所想要营销的商品或者 服务跟短视频广告之间具备紧密而充分的关联,最大程度地发挥短视频广告这 一题材的优势,采取多平台联合的方式,有的放矢地利用平台的特征去增加广 告的投放效果,注重在互动方面下足够的功夫,短视频广告能够为观众群体带 来充分的互动环境;在短视频广告从业者方面,应该注重打造个人品牌,进行 多平台联合传播,增强工作效率,提高变现能力,同时在社会声誉、公众形象 方面多加注意;在观众方面,要保持理性消费,保持对自己消费需求的准确衡 量,尽量克服自己的盲从心理,扩充自己的信息渠道,避免消费选择受到裹挟。 关键词:短视频广告;购买意愿;情感反应 III Abstract Nowadays, short video is becoming a new outlet of China's industry. As the short video economy is gradually entering people's life in an all-round way, a series of applications such as live broadcast are in the ascendant, and the Internet has constantly reflected a comprehensive impact on people's economic behavior mode. Short video is changing people's consumption behavior in an unprecedented situation. Many consumers have a very high acceptance of this new marketing channel mode. Online shopping is gradually becoming a kind of daily behavior of people's life. The watching of short video has become an indispensable part of many people's daily life, and the advertising marketing means relying on short video also plays an increasingly important role in this trend. At the same time, the relevant application of big data is gradually penetrating into people's daily life, which also makes the research and application of consumer psychology have a new perspective and entry point. With the help of all these entrances, the short video industry can find new business opportunities, analyze the mechanism of short video advertising's impact on the audience, explore its specific ways to promote the audience's consumption, and then let the merchants to take relevant measures through the relevant elements, such as combining their own marketing needs to design the art elements of short video advertising and determine the investment of short video advertising Put platform, seek reasonable advertising partners, etc., in order to drive the development of other relevant elements in the whole e-commerce industry chain through the window of short video advertising. Under the condition that the short video advertising related industries are sufficiently developed, e-commerce platforms can also take this opportunity to do more marketing work, so that consumers can have more information access channels, and get more product selection space, and short video producers can also achieve profit sharing between them and businesses, which can be expected to have great development potential. IV Based on the current situation of the industrial ecology, this paper, based on the theory of stimulus organism response model, determines the theoretical framework of the research, defines the short video advertisement itself as "stimulus", the emotional process of the audience after watching the advertisement as "organism", and the result of the emotional process is triggered, that is, the purchase intention is defined as "response", and then launches the research on short-sightedness The research on the correlation between the frequency advertisement and the audience's emotional response and purchase intention adopts the methods of literature research, questionnaire survey and data statistical analysis, selects the scale according to certain rules, edits and writes the questionnaire according to the requirements, and takes convenient sampling for the questionnaire survey. Therefore, the offline questionnaire is mainly conducted around the campus, and the online questionnaire is conducted through wechat friends Circle and wechat group forwarded and filled in, receiving 449 valid questionnaires, and the recovery rate of valid questionnaires was 87.69%. After data transmission, summary and format arrangement, the necessary statistical analysis and processing were done by spss22.0 software. The three attributes of short video advertising are professional, product involvement, interactivity and the purchase intention of the audience. There is a positive correlation between the short video advertisement and the audience's emotional response, among which the professionalism, product involvement and attraction of the short video advertisement are all positively correlated with the audience's emotional happiness; the professionalism, product involvement and attraction of the short video advertisement are all positively correlated with the audience's emotional arousal. At the same time, emotional response has a positive impact on purchase desire. In two dimensions, emotional happiness has a positive impact on purchase desire, and emotional arousal has a positive impact on purchase desire. One of the mechanisms of short video advertising is to influence the audience's emotional response, so that they have corresponding behavior, that is, the purchase intention changes. Therefore, the variable of emotional response can be an intermediary variable in the relationship between the other two. V The suggestions of this paper are put forward from the three aspects of commodity production enterprises, short video advertising practitioners and short video advertising audiences. As far as enterprises are concerned, it is suggested that they should have a specific target and focus on some aspects. They can integrate some experience factors in traditional marketing methods into the process of Internet marketing, interact with the masses as much as possible, and convey the information accurately and effectively Make it clear to the audience that there is a close and sufficient relationship between the goods or services they want to market and the short video advertisement, give full play to the advantages of the short video advertisement as a subject matter to the greatest extent, adopt the way of multi platform combination, make targeted use of the characteristics of the platform to increase the advertising effect, pay attention to making enough efforts in the interaction, and the short video advertisement can be viewed The crowd brings sufficient interactive environment; in the aspect of short video advertising practitioners, they should pay attention to building personal brand, conducting multi platform joint communication, enhancing work efficiency, improving liquidity, and paying more attention to social reputation and public image; in the aspect of audience, they should keep rational consumption, keep accurate measurement of their consumption demand, and try to overcome their blindness From the psychological point of view, we should expand our own information channels to avoid the coercion of consumption choices. Key words: short video advertising; purchase intention; emotional response VI 目 录 一、绪论 ........................... 1 (一)研究背景 ................... 1 (二)研究意义 ................... 2 (三)研究内容与结构 ............. 3 (四)研究方法 ................... 4 (五)研究创新点 ................. 4 二、文献综述 ....................... 5 (一)短视频广告的相关研究 ....... 5 1、短视频广告的概念 ........... 5 2、短视频广告的发展及影响 ..... 6 3、短视频广告与相似概念的区别和联系 .......................... 7 4、短视频广告的研究述评 ....... 9 (二) 刺激-反应模型理论框架 ..... 9 (三) 观众情感反应 ............. 10 (四)购买愿望 .................. 11 1、购买愿望的概念 ............ 11 2、购买愿望的影响因素 ........ 12 三、研究假设与研究模型 ............ 13 (一)研究假设 .................. 13 1、短视频广告和观众购买愿望 .. 13 2、短视频广告和观众情感反应 .. 13 3、观众情感反应和购买愿望 .... 14 4、观众情感反应在短视频广告与购买愿望之间的中介作用 ......... 15 (二) 研究模型 ................. 15 四、研究设计 ...................... 16 (一) 变量测量 ................. 16 1、探索性因子分析 ............ 16 2、量表选取 .................. 17 (二) 预调研设计 ............... 18 1、预调研样本选择 ............ 18 2、预调研信效度分析 .......... 19 (三) 正式调研 ................. 20 五、假设检验和数据分析 ............ 22 (一) 描述性统计分析 ........... 22 1、样本基本情况描述 .......... 22 (二) 信效度检验 ............... 25 1、信度检验 .................. 25 2、效度检验 .................. 26 (三) 相关性分析 ............... 30 (四) 回归分析 ................. 31 1、短视频广告对观众购买愿望的影响作用检验 ................... 31 2、短视频广告对观众情感反应的影响作用检验 ................... 32 VII 3、观众情感反应对观众购买愿望的影响作用检验 ................. 33 4、观众情感反应的中介作用 .... 34 (五) 验证结果 ................. 35 研究结论与展望 .................... 37 研究结论 ........................ 37 短视频广告与观众购买愿望的关联 .............................. 37 短视频广告与观众情感反应的关联 .............................. 38 观众情感反应的中介作用 ....... 39 研究建议 ........................ 40 企业角度 ..................... 40 短视频广告自身角度 ........... 41 观众角度 ..................... 42 研究局限和未来研究方向 .......... 42。。。。。。以下内容略

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