基于消费者心理视角的网络广告效果评价研究

A study of online advertising effect's appraisement from a customer's psychology perspective

网络广告心理效果评价是推进网络广告发展的重要因素。通过设计一套衡量消费者对网络广告产生心理反映的调查问卷并分析调查数据,得到了反映网络广告心理效果评价的九个因子,即购买信息、情感驱动、主题认知、适应能力、媒体运用、记忆效果、亲和程度、时代气息及结构布局,从而构建了一个凸显网络特征的网络广告心理效果评价指标体系,并建立了评价模型。据此,作者认为提高网络广告心理效果,应关注伴随网络发展带来的消费者的一些新需求,即个性化消费、希望获得感官享受、紧跟时代潮流及布局突出广告主题等。

The appraisement of online advertising psychological effect is an important factor pushing online advertising 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, cordial level, times feeling and structural layout. As a result, the appraisement index system of online advertising psychological effect that shows more network features was formed and an appraisement model, constructed. Finally, the author thinks that to raise online advertising psychological effect, advertising workers should pay attention to some customerg new demands that the network development brings： personalized consumption, more sensual enjoyment and closer tide following and more outstanding advertising theme layout, etc.