真人秀植入式广告对大学生消费行为的影响

The Influence of Product Placement in Reality TV Show on College Students’Consumption Behaviors

大学生群体是真人秀节目的核心目标收视人群,真人秀中植入广告对大学生消费行为的影响值得探究。本文基于针对重庆市大学生回收的526份有效问卷进行探索性因子分析,寻找公共影响因子;采用二元Logistic回归模型分析影响大学生消费行为的因素;同时使用支持向量机方法建立真人秀植入式广告对大学生消费行为的预测判别模型,尝试对影响大学生消费行为的因素进行分析与判定。

College students are the core target audience of reality shows,and the influence of product placement on college students’consumption behavior is worth exploring.Based on 526 valid questionnaires collected from college students in Chongqing,this paper conducts exploratory factor analysis to find public impact factors.Binomial logistic regression model is used to analyze the factors influencing college students’consumption behavior.At the same time,support vector machine(SVM)method is used to establish the prediction and discriminant model of reality show product placement on college students’consumption behavior.And this research tries to analyze and determine the factors that influence college students’sonsumption behavior.