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论文编号：	13957
作者编号：	2120213320
上传时间：	2023/6/6 22:42:50
中文题目：	自身运动对短视频广告效果的影响 ——广告转化与广告完播
英文题目：	The influence of self-motion on short video advertising effect ——Advertising conversion and advertising completion
指导老师：	杜建刚
中文关键字：	短视频广告；自身运动；前庭系统；焦虑；广告效果
英文关键字：	Short video advertising; Self-motion; Vestibular system; Anxiety; Advertising effect
中文摘要：	随着短视频的用户规模不断扩大，广告主也不断增加在短视频平台的广告投入。短视频广告依托于移动互联网，而移动这一特性也意味着较之于传统媒体会有更多的消费者在身体移动过程，即自身运动状态下接收到互联网传递的信息。然而鲜有研究探讨处于自身运动状态下消费者的线上消费行为差异，并且在短视频广告领域也少有研究聚焦于消费者个体特征。因此，本文将自身运动这一消费者个体特征的研究具体到短视频广告场景中，探讨自身运动如何影响广告效果，包括广告的转化以及完播。 自身运动时，前庭系统受到刺激，这一刺激又会影响消费者的情绪，使得消费者变得较为焦虑从而影响广告的转化以及完播。因此本文首先探究自身运动对广告转化和广告完播的影响。短视频广告中的产品类型会调节消费者的情绪，影响消费者由于自身运动所产生的焦虑情绪，因此本文还探讨了短视频广告中产品类型对自身运动和广告转化及广告完播之间关系的调节作用。与此同时，短视频广告的两个特征，视频字幕和视频时长也会同样影响消费者的焦虑情绪，因此本文又探讨了短视频广告中视频字幕与视频时长对自身运动和广告转化及广告完播之间关系的调节作用。 本研究通过对抖音短视频平台的广告投放数据进行统计分析，结果表明在短视频广告中，自身运动正向影响产品转化但会负向影响广告完播，产品的享乐属性，视频中的字幕和视频的时长都会弱化自身运动对广告转化的正向影响及广告完播的负向影响。本研究发现了自身运动在短视频广告转化中的正面作用以及广告完播中的负面作用，弥补了消费者行为和短视频广告研究对自身运动关注的不足；将广告产品类型区分为享乐产品和功能产品，将以往关于该产品类型划分的研究进一步拓展到了短视频广告中；也揭示了短视频广告的视频字幕和视频时长两个特征会影响消费者的行为决策。启示了商家在投放短视频广告时可以依据自身目的，调整投放策略和短视频内容。也为短视频平台制定广告与用户的匹配机制提供借鉴。
英文摘要：	As the scale of short video users continues to expand, advertisers are also increasing their advertising investment in short video platforms. Short video advertising relies on the mobile internet, and this feature of mobility also means that more consumers will receive information transmitted through the internet during physical movement, that is, self-motion, compared to traditional media. However, few studies have explored the differences in online consumption behavior of consumers in their own state of motion, and few studies in the field of short video advertising have focused on individual characteristics of consumers. Therefore, this article applies the study of self-motion, a consumer's individual characteristic, to short video advertising scenarios to explore how self-motion affects advertising effectiveness, including advertising transformation and completion. During self-motion, the vestibular system is stimulated, which in turn affects consumers' emotions, making them more anxious and affecting the conversion and completion of advertisements. Therefore, this article first explores the impact of self-motion on advertising conversion and advertising completion. The product types in short video advertisements can regulate consumers' emotions and affect consumers' anxiety caused by their own movements. Therefore, this article explores the regulatory role of product types in short video advertisements on the relationship between their own movements, advertising transformation, and advertising completion. At the same time, the two characteristics of short video advertising, video subtitles and video duration, also affect consumers' anxiety. Therefore, this article also explores the regulatory role of video subtitles and video duration in short video advertising on the relationship between self-motion, advertising conversion, and advertising completion. Through statistical analysis of advertising data of Tiktok short video platform, the results show that in short video advertising, self-motion has a positive impact on product conversion but a negative impact on advertising completion. The hedonic attributes of products, subtitles and video duration in videos will weaken the positive impact of self-motion on advertising conversion and the negative impact of advertising completion. This study reveals the positive effects of self-motion in the transformation of short video advertising and the negative effects of advertising completion, making up for the lack of attention paid to self-motion in short video advertising research; Divide the types of advertising products into hedonic products and functional products, further expanding previous research on the classification of this product type into short video advertising; It has also been revealed that the two characteristics of short video advertising, video subtitles and video duration, can affect consumer behavior decisions. It has inspired businesses to adjust their placement strategies and short video content based on their own purposes when placing short video advertisements. It also provides reference for short video platforms to develop a matching mechanism between advertising and users.
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