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论文编号：	13202
作者编号：	2120202858
上传时间：	2022/6/7 13:59:44
中文题目：	如何提高再定向购买转化？基于数字足迹的消费者特征与再定向广告内容的匹配效应研究
英文题目：	How to improve purchase conversion of retargeting? Research on the matching effects of consumer characteristics based on digital footprints and retargeting ad content
指导老师：	任星耀
中文关键字：	再定向消费者；数字足迹；再定向广告内容；匹配效应；购买转化
英文关键字：	Retargeting consumer; Digital footprints; Retargeting ad content; Matching effect; Purchase conversion
中文摘要：	面对日益激烈的市场竞争和不断攀升的流量成本，营销的精细化、效率化和数智化已成为互联网广告市场产业链条中各方的共同追求。再定向顺应了追求营销精细化的趋势，建立在消费者洞察和个性化推荐的基础之上，可为企业提供更精准的营销价值。数字技术的发展为企业挖掘消费者本质特征和进行精准的广告投放提供了技术保障。对于企业而言，如何选择再定向目标对象以及如何匹配合适的再定向广告内容是企业在制定再定向策略时面对的两大难点。 首先，本文梳理和总结了以往文献对再定向的定义和特征；其次，本文梳理了以往文献中再定向目标对象选择策略的相关研究，发现以往有关再定向消费者与再定向有效性的研究结论不一致，仅依据消费者人口统计特征或粗粒度的消费者行为特征进行消费者识别存在局限性，本文尝试使用消费者细粒度的数字足迹识别消费者特征，基于多属性态度模型，提出了信息获取量与产品焦点属性重要性两个变量，关注消费者的隐性异质性以解决过往研究的矛盾；再次，本文梳理了再定向广告内容策略的相关研究，指出基于途径信息、品类和品牌维度个性化的再定向广告内容研究存在不足，本文提出了目标信息和途径信息、产品焦点属性信息凸显性两个变量以弥补研究不足；最后，本文梳理了再定向目标对象与再定向广告内容的匹配效应研究，发现研究关注较少，且关注较低程度的匹配，本文尝试探究再定向目标对象与再定向广告内容的精准匹配以拓展再定向匹配效应研究，本文选择购买作为衡量再定向效果的指标。 本文在梳理文献的基础上提出了研究假设，使用一家互联网保险公司的实际经营数据进行实证分析，数据结果表明，再定向目标对象信息获取量越多，匹配信息越侧重目标信息（vs.途径信息）的再定向广告内容，会对产品购买产生积极影响；再定向目标对象的产品焦点属性重要性越高，匹配产品焦点属性信息凸显性越高的再定向广告内容，会对产品购买产生积极影响。本文的研究发现为企业重视再定向广告，针对消费者特征制定合适的再定向广告内容策略提供了理论指导，为广告平台建立和完善再定向广告的匹配机制提供了重要的实践启示。最后本文指出了研究存在的局限性，提出了未来研究方向。
英文摘要：	In the face of increasingly fierce market competition and rising traffic costs, the refinement efficiency and digital intelligence of marketing have become the common pursuit of all parties in the industry chain of the Internet advertising market. Retargeting follows the trend of pursuing marketing refinement and is based on consumer insight and personalized recommendation, which can provide more accurate marketing value for enterprises. How to choose the right retargeting consumer and how to match the right retargeting ad content are the two major difficulties that enterprises face when formulating retargeting strategies. Firstly, this thesis summarizes the definition of retargeting in previous literature and the characteristics of retargeting. Secondly, this thesis reviews the relevant studies on retargeting consumer selection strategy in previous literature and finds that the previous research have contradictory fingdings. This thesis attempts to identify consumer characteristics using consumers’ fine-grained digital footprints and proposes two variables of information acquisition and importance weights of the focus attribute based on the multi-attribute attitude model. This thesis focuses on the implicit heterogeneity of consumers to resolve the contradictions of previous research. Thirdly, this thesis reviews the relevant research on retargeting ad content strategies and points out there are limitations based on feasibility information and personalization in category and brand dimensions. To compensate for the lack of existing research, this thesis proposes two variables of desirability information focus and feasibility information focus and information salience of the focus attribute. Finally, this thesis reviews literature on the matching effects of retargeting consumer strategy and retargeting ad content strategy. This thesis finds that less attention has been paid to these matching effects and previous studies all focus on low degree of matching. This thesis attempts to investigate the precise matching between retargeting consumer characteristics and retargeting ad content to expand the research on retargeting matching effect. This thesis selects consumer purchase as an indicator of retargeting effectiveness. This thesis proposes the research hypotheses based on the theoretical development and uses actual operation data of an Internet insurance company for empirical analysis. The empirical results show that when the retargeting consumer with more informaition acquisition is matched with retargeting ad content that focuses more on desirability information (vs. feasibility information), it will positively influence product purchase. And when the retargeting consumer with higher importance weights of the focus attribute is matched with retargeting ad content that has higher information salience of the focus attribute, it will positively influence product purchase. The findings of this thesis provide theoretical guidance for companies to pay attention to retargeting ads and develop appropriate retargeting ad content strategies based on consumer characteristics. This thesis also provides important practical insights for advertising platforms to establish and improve the matching mechanism of retargeting. Finally, this thesis points out the limitations of the research and presents the future research directions.
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