联系我们

论文查询结果	返回搜索

论文编号：	13124
作者编号：	2120202874
上传时间：	2022/6/6 20:08:53
中文题目：	短视频叙事广告中情绪表达是多多益善吗？基于情绪多样性和产品价值主张对购买转化的影响研究
英文题目：	Are emotions in short video narrative ads the more the better? Research on the effects of emotion diversity and product value proposition on purchase conversion
指导老师：	任星耀
中文关键字：	短视频；叙事广告；情绪多样性；产品价值主张；购买转化
英文关键字：	Short video; Narrative advertising; Emotion diversity; Product value proposition; Purchase conversion
中文摘要：	随着短视频日渐风靡，消费者的注意力资源逐渐转移到短视频阵地，商家闻风而动，不断增加在短视频平台的资源投入。大量商家的涌入以及平台内容日渐丰富，使得消费者的注意力资源越来越稀缺。而叙事广告凭借其“故事天然贴近人脑信息加工方式”的强大优势，在吸引消费者注意力方面具有得天独厚的优势。短视频聚合了文字、图像、语音和视频等多种媒体形态，为叙事广告的故事表达提供了更广阔的空间。同时短视频广告可以通过内嵌链接，直接跳转到产品购买界面，实现叙事广告展示到产品购买的无缝链接，使得叙事广告购买转化效果可测量，给叙事广告效果衡量提供了新的机遇。 购买转化不仅关系到商家自身利益的实现，也关系到短视频平台长久竞争力的塑造。然而叙事广告现有研究缺乏对购买转化的探讨，也没有同时考虑叙事广告的故事要素设计和产品要素设计对购买转化的影响，短视频广告现有研究也没有从叙事视角展开。因此，本文将叙事广告研究拓展到短视频场景中，探讨短视频叙事广告如何优化故事要素设计和产品要素设计以促进购买转化。短视频叙事广告中，故事表达的情绪是重要的故事要素之一，且短视频使得情绪直观可见，消费者可以通过人物的演绎识别故事情绪，对情绪的加工处理反过来又影响消费者行为反应。而短视频时间短、镜头语言简单，故事表达情绪的数量越多，每种情绪被深入刻画的机会就越少，转瞬即逝的情绪难以触及消费者内心，不利于促进消费者对故事进行心理模拟，从而影响购买转化。因此本文首先探究短视频叙事广告的情绪多样性对购买转化的影响。短视频叙事广告中产品信息会影响消费者对故事的加工以及对产品的评估，而产品价值主张是产品信息的表现形式之一，因此本文探讨短视频叙事广告中产品价值主张对情绪多样性和购买转化之间关系的调节作用。 本研究通过文本分析和机器学习的方法对某互联网保险公司的短视频叙事广告数据进行挖掘和统计分析，结果表明在短视频叙事广告中，情绪多样性负向影响购买转化，产品价值主张数量强化情绪多样性对购买转化的负向影响，侧重途径信息的价值主张强化情绪多样性对购买转化的负向影响。本研究揭示了情绪多样性在短视频叙事广告中的负面作用，弥补了短视频广告研究中对情绪多样性关注的不足；将叙事广告内容特征区分为情绪多样性和产品价值主张，弥合了以往研究关于叙事广告有效性的争议；也填补了叙事广告研究对购买转化关注的空白。启示了商家在短视频叙事广告内容创作时，不能一味追求情绪多样性和产品价值主张数量。为短视频平台制定流量分配机制和设计视频模板提供借鉴。
英文摘要：	As the short video becomes increasingly popular, consumers' attention resources are gradually shifted to the short video. Companies are moved by the wind and continue to increase resource investment in the short video platform. With the influx of companies and the growing abundance of content on platform, consumers’ attention remains a scarce resource. As one of the enduring forms of advertising, narrative advertising has always occupied a place in the field of advertising, despite the ever-changing media forms, with its powerful advantages of "stories naturally close to the information processing of human brain". Short video, as a kind of rich media form combining text, image and video, provides a broad space for narrative advertising to tell a story. At the same time, the short video advertisement can directly jump to the product purchase interface through the embedded link, realizing the seamless link between the advertisement display and the product purchase. In this way, accurate purchase conversion data of narrative advertising is available, which provides a new opportunity to measure the effect of narrative advertising. Purchase conversion is not only related to the realization of companies' own interests, but also related to the long-term competitiveness of short video platform. However, the existing research on narrative advertising lacks the discussion on purchase conversion, and does not simultaneously consider the influence of story element and product element on purchase conversion, and the existing research on short video advertising does not adopt the perspective of narrative. Therefore, this thesis extends the research of narrative advertising to the short video context, and discusses how to optimize the design of story elements and product elements in short video narrative advertising to promote purchase conversion. In short video narrative advertising, the emotion expressed in the story is one of the important elements of the story, and the short video makes the emotion intuitively visible. Consumers can identify the emotions expressed in story through the interpretation of characters, and the processing of emotions can in turn affect consumer behavioral responses. However, short videos have short time, simple camera language, so the more emotions expressed in the story, the less in-depth emotional depiction, which is not conducive to the mental simulation of the story by consumers, thus affecting the purchase conversion negatively. Therefore, this thesis first explores how the emotion diversity of short video narrative ads affects purchase conversion. In addition, product information in short video narrative advertisements will affect consumers' processing of stories and product evaluation. Product value proposition is one of the ways to present product information. Therefore, this thesis discusses the moderating effect of product value proposition on the relationship between emotion and purchase conversion in short video narrative ads. In this study, text analysis and machine learning were used to mine the short video narrative advertising data of an Internet insurance company, and statistical analysis was conducted. The results show that in short video narrative ads, emotion diversity negatively affects purchase conversion, and the number of product value propositions reinforces the negative impact of emotion diversity on purchase conversion. The value proposition focusing on “how” information reinforces the negative effect of emotion diversity on purchase conversion. In this study, the content characteristics of narrative advertising are divided into emotion diversity and product value proposition, which bridges the controversy about the effectiveness of narrative advertising in previous studies. The negative effect of emotion diversity on short video narrative advertising is revealed. And this study also fills the gap of attention to purchase conversion in narrative advertising research. It is suggested that companies should not blindly pursue emotion diversity and product value proposition quantity when creating short video narrative advertisement content. It also provides reference for short video platform to formulate traffic distribution mechanism and design video template.
查看全文：	预览  下载(下载需要进行登录)