基于消费者扫码动机的二维码广告设计研究

RESEARCH ON TWO-DIMENSIONAL CODE ADVERTISEMENT DESIGN BASED ON CONSUMERS'SCANNING MOTIVATION

将二维码广告作为研究对象,针对二维码广告中扫码转化率较低的问题,通过分析消费者扫码动机,挖掘促使消费者产生扫码动机的因素-外部诱因、内在驱动,并以这两个因素入手通过版式、文字、图片、色彩、技术5个层面提出提升消费者扫码动机的二维码广告设计策略。以此增强二维码效益在广告中的作用,为二维码广告中消费者扫码动机的研究提供理论支撑。

By analyzing the motivation of consumers to scan the code,we explore the factors that lead to the motivation of consumers to scan the code-external triggers and internal drivers and propose the design strategy of QR code advertising to enhance the motivation of consumers through five levels:layout,text,pictures,color and technology.In order to enhance the role of QR code benefits in advertising,and to provide theoretical support for the study of consumer motivation in QR code advertising.