中国情景下网络广告心理效果的影响因素分析

Factors Analysis of Online Advertising Psychological Effect under Chinese Context

基于一项对563位中国消费者进行的网络广告心理效果的问卷调查,本文对网络广告心理效果的影响因素进行了探索性因素分析,得到了反映网络广告心理效果评价的九个因素,将它们与传统广告心理效果指标进行比较分析,指出该指标体系中适应能力、媒体运用、时代气息及结构布局四个因素是由网络媒体的特殊性带来的,而其余的购买信息、情感驱动、主题认知、记忆效果、亲和程度五个因素则反映了网络广告作为广告而言的基本功能。

Seen from the lresearch China Online Advertisers research report, Online advertisement will become a more and more important formation in advertising market of China in 2006, however, Iresearch Consulting Group also discovers the tendency that the rate of increase of online advertising has begun to drop slowly since 2003. Therefore, research on online advertising psychological effect looks very urgent in China. Based on a questionnaire investigation for the 563 Chinese customers＇ online advertising psychological effect, this paper gives an exploratory factor analysis. After analyzing the collected data, the paper concludes major factors that reflect online advertising psychological effect. Then the authors compare the major related factors and that of traditional advertisement. The research result implies that： the factors brought from the particularity of network medium can be summarized into fitting ability, medium- using, times-feeling and structural layout; other five factors, that is purchase information, feelings-driving, theme-knowing, effect of memory and cordial level, are the reservation of traditional advertising psychological effect. The data of this research mainly focus on the China eastern area. In forthcoming research, we will push the research forward by enlarging investigate scope. Besides, the network advertising formation in the research is web advertisement. Because of having other different advertisement formation, its appraisement of advertising psychological effect unavoidably have some difference; the research different advertisement psychological effect will become an effort direction in future. The conclusion of this research is helpful for advertising businessmen to design online advertisement from the angle of online medium in order to meet the demand of customers.