关注度视角下的网络广告效果影响因素研究

摘要

本文借鉴Kendall网络广告认知模型，在关注度的视角下，提出了态度、吸引力、可信度、副效应、关注度、效果之间的研究假设。采用网上和人工两种方式收集问卷，运用结构方程模型对样本数据进行定量研究，建立了关注度视角下的网络广告效果影响因素模型，并对研究结果进行了分析和探讨。实证研究结果表明：态度、吸引力、可信度通过关注度这一中介变量显著地影响网络广告效果，关注度和副效应显著地直接影响网络广告效果，影响因素间的路径系数在性别上有显著差异，并据此提出了网络广告建议。%This paper references Kendall Online Advertising Cognitive Model and proposes research hypotheses between attitude, attraction, belief, side effect, attention and effect. Internet and manual survey are implemented, the quantita-tive analysis on sample data is carried out by structural equation model and the influencing factors of online advertising effect through attention model is established, analysis and discussion are made based on the research results. The research results show that attitude, attraction, belief significantly affect the effect of online advertising through the inter-mediary variable-attention, attention and side effect directly affect the effect of online advertising, and the influencing factors of online advertising differs from different gender, based on which, suggests are made for online advertising.