基于消費(fèi)者心理視角的網(wǎng)絡(luò)廣告效果評價研究doc-wenkub.com
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【正文】 2. School of B usiness, Nanjing University,Nanjing 210095, China) Abstract: The appraisementofonlineadvertisingpsychologicaleffectisan importantfactorpushingonlineadver2 tising development. A questionnaire closely related to the psychological reflection of customers is designed and the nine factors that reflect online advertising psychological effect appraisement are obtained through analysis: purchase information, feelings drive, theme knowing, meeting ability and medium using, remember effect, cor2 dial level, times feeling and structural layout. As a result, the appraisement index system of online advertising psychologicaleffectthatshowsmorenetworkfeatureswasformedandanappraisementmodel, constructed. Fi2 nally, theauthorthinksthattoraiseonlineadvertisingpsychologicaleffect, advertisingworkersshouldpayatten2 tion to some customer’s new demands that the network development brings: personalized consumption, more sen2 sual enjoyment and closer tide following and more outstanding advertising theme layout, etc. Key words: online advertising。 On land ecological safety in China 2. to theoutstandingproblemsatpresentCollegeofHumanitiesandSocialSciences, NanjingAgricultureUniversity, Nanjing 210095, China) Abstract: The land ecological safety is an important constitute of the Chinese national security,which is exposed . Thispaperdefinedtheconceptofthelandecologicalsafety, clarifiedthe quantity, quality and structural problems of the land ecological safety in China, and finally put forward some countermeasures for guaranteeing this safety. Key words: land ecological safety。網(wǎng)上消費(fèi)者以年輕人為主 ,他們上網(wǎng)查尋信息很大程度上來源于對方便快捷的追求 ,他們喜歡跟隨時代潮流 ,喜歡變化 ,對[1 ] YANG. Effects of Consumer Motives on Search Behavior UsingInternetAdvertising[J]. CyberPsychologyamp。 (6)通過聯(lián)想、趣味、重復(fù)等辦法迅速吸引消費(fèi)者關(guān)注。(5)適當(dāng)運(yùn)用網(wǎng)絡(luò)的多媒體工具幫助廣告表達(dá)思想。因此,在網(wǎng)絡(luò)廣告的設(shè)計中應(yīng)重視運(yùn)用各種手段突出主題。這一因子在網(wǎng)絡(luò)廣告心理效果評價中相對重視度為15. 1% ,占較大比重。(1)突出網(wǎng)絡(luò)廣告的基本功能,購買信息介紹簡潔、表達(dá)清晰。同時 ,我們也看到與傳統(tǒng)廣告心理效果評價指標(biāo)相近的指標(biāo) (購買信息、情感驅(qū)動、主題認(rèn)知、記憶效果及親和程度 )在本指標(biāo)體系中仍占較大比重。四、研究結(jié)論及建議從研究的結(jié)果看 ,充分凸顯網(wǎng)絡(luò)廣告的網(wǎng)絡(luò)性是本指標(biāo)體系的特點(diǎn)。模型可表述為 : E =F B矩陣表示各個指標(biāo)的構(gòu)成情況 ,其中 Bi =(bi1 ,bi2 .bi7 ) T為構(gòu)成第 i個因子的各個指標(biāo)因子載荷量所組成的向量。進(jìn)一步 ,確定各評價因子評分集 F。再次 ,確定評價指標(biāo)體系的權(quán)重集 得到的結(jié)果進(jìn)行分析 (見表 4)。 [8 ]355 . 19942009 China Academic Journal Electronic Publishing House. All rights reserved. 第 4期 呂鴻江 ,程明 :基于消費(fèi)者心理視角的網(wǎng)絡(luò)廣告效果評價研究 集 U ={u1,u2 .u9 },它是依據(jù)本文構(gòu)建的指標(biāo)體為本模型中指標(biāo)體系的權(quán)重并采用專家打分法來系組成的指標(biāo)集 ,其中 ui (i=1,2 .9)是指本文構(gòu)檢驗(yàn)這一假設(shè) ,選擇了一些有代表性的網(wǎng)絡(luò)廣告研建的網(wǎng)絡(luò)廣告心理效果評價主因子。在改變態(tài)度過程當(dāng)中分為未知、知名、理解、確信、行動五階段
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