网络广告的心理传播效果及其理论探讨

网络广告现已得到众多商家的重视与青睐。研究发现, 网络广告的心理传播效果明显受到广告自身特点(如网络广告的形式、互动性、情感元素、产品类型)、受众状态(如受众的期待、卷入度、先前经验、性别)、以及网络环境等因素的影响。学者们利用修正的精细加工可能性模型、互动广告模型、网络广告心理效果模型等对该类广告效应进行理论解释。但现有研究也依然存在一些问题, 如影响因素有待拓展、研究方法有待创新、因变量指标有待规范、理论总结不力等。

The Psychological Effect of Internet Advertising and Its Theoretical Discussion

The significance of internet advertising has been widely recognized by businessmen.Studies show that the psychological effect of internet advertising is influenced by the features relevant to advertising itself,such as the format and interactivity of internet advertising,the animation of advertising elements,emotions,product types,and the expectations,involvement,prior experience and gender of the audience,the environment of internet,and so on.Scholars have proposed theoretical explanations for the effectiv...