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论文编号：	12364
作者编号：	2120192796
上传时间：	2021/6/9 16:41:15
中文题目：	用户购物历史对广告回避的影响研究：基于心理抗拒理论
英文题目：	Research on the Impact of User Shopping History on Avoidance of Advertising: Based on Psychological Resistance Theory
指导老师：	李凯
中文关键字：	行为定向广告；心理抗拒；广告回避；历史购物记录；精准营销
英文关键字：	behavior targeting advertising；psychological reactance；advertising avoidance；historical shopping records；precision marketing
中文摘要：	伴随移动互联网技术的发展，广告业着力提升投放精准性，通过数据挖掘、大数据等技术对消费者网络行为进行分析以达到精准投放的目的，行为定向广告应运而生。以往针对网络广告效果的研究表明，相对于传统广告，行为定向广告具有个性化和精准化优势，可以显著降低消费者广告回避意愿并增强购买意愿。目前关于行为定向广告如何影响购买意愿的研究很成熟，但是反过来购物历史如何影响广告回避意愿的研究却相对粗犷，一方面体现在以往研究仅考虑购买记录，忽略浏览、收藏、加入购物车等非购买行为记录；另一方面体现在对购物记录使用过于简单，以往研究中购物记录往往被视为兴趣信号，没有深入挖掘其内涵。不同的购物行为所表征的消费者心理和消费阶段不同，因而具有深入研究的价值。 本研究基于心理抗拒理论的视角，细致讨论消费者的不同购物行为记录对广告回避意愿的影响，引入历史购物行为与广告类别的交叉变量，提出了消费者历史购物行为与广告回避之间关系的假设和理论模型，并使用Stata等数据分析软件，建立双重差分模型，最终借助淘宝真实数据集验证提出的各项假设。 本研究的结果证明了历史购物行为与广告类别的交叉变量对广告回避的影响不尽相同：浏览或收藏过与广告同品牌或同类别的商品，将降低消费者广告回避的意愿；购买过与广告同品类的商品，将提高消费者的广告回避的意愿；但购买过与广告同品牌的商品，却可以降低消费者广告回避的态度。这带来的管理启示在于，广告推送前应该识别消费者所处购物阶段，而不能简单根据消费者画像推送；研究进一步发现，消费者的购买深度对广告回避有部分调节作用，但是购买频率对广告回避的影响不明显。本研究的发现有助于提高平台的营销效率，降低广告主的营销成本，改善消费者的购物体验，实现三方共赢；同时对今后行为定向广告的研究和实践有一定指导作用。
英文摘要：	With the development of mobile Internet technology, the advertising industry has focused on improving the accuracy of delivery. They use big data technologies such as data mining to analyze user network behaviors to achieve the purpose of accurate delivery. Thus the behavior targeting advertising has emerged. Previous studies on the effect of online advertising have shown that, compared with traditional advertising, behavior targeting advertising has the advantages of individualization and precision, which can significantly reduce consumers' willingness of advertising avoidance and enhance their purchase intention. There are many researches on behavior targeting advertising affecting purchase intention, but the research on how shopping history affects willingness of advertising avoidance is relatively crude. On the one hand, Previous studies only considered historical shopping records and ignored non-purchase behavior records such as browsing, bookmarking, and adding to shopping carts. On the other hand, the use of historical shopping records is too simple. Historical shopping records are often regarded as signals of interest, and their connotations are not deeply explored. Different shopping behaviors represent different consumer psychology and consumption stages, so it has the value of in-depth research. Based on the perspective of psychological reactance theory, this research discusses in detail the influence of consumers' different historical shopping records on willingness of advertising avoidance. This article introduces the cross-variables between historical shopping behaviors and advertising categories, proposes hypotheses and theoretical models of the relationship between consumers’ historical shopping behaviors and advertising avoidance, and uses data analysis software such as Stata to establish a double differential model, and finally uses Taobao’s real data set to verify the proposed hypotheses. The results of this study prove that the cross variables of historical shopping behaviors and advertising categories have different effects on advertising avoidance. Browsing or collecting products of the same brand or category as the advertisement will reduce consumers’ willingness of advertising avoidance. Having Purchased products of the same category as the advertisements will increase users’ willingness of advertising avoidance. However, having purchased products of the same brand as the advertisement can reduce the consumers’ willingness of advertising avoidance. The management enlightenment that this brings is that, before the advertisement is pushed, the shopping stage of the consumer should be identified, and it cannot be pushed simply based on the user's portrait. The research further found that the depth of users' purchase has a partial moderating effect on advertising avoidance, but the influence of purchase frequency on advertising avoidance is not obvious. The findings of this study are helpful to improve the marketing efficiency of the platform, reduce the marketing cost of advertisers, improve the shopping experience of consumers, and achieve a win-win situation for the tripartite. At the same time, it has a certain guiding role in the research and practice of behavior targeting advertising in the future.
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