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论文编号：	14833
作者编号：	2120223672
上传时间：	2024/6/20 14:05:46
中文题目：	移动广告环境下设备持有姿势和视频复杂度对广告点击的影响研究
英文题目：	Research on the Influences of Device-holding Posture and Video Complexity on Advertising Click In the Mobile Advertising Context
指导老师：	任星耀
中文关键字：	移动广告;设备持有姿势;图像复杂度;认知资源理论;广告点击
英文关键字：	Mobile Advertising, Device-holding Body Posture, Image Complexity, Cognitive Resource Theory, Advertising Click
中文摘要：	在当前信息过载的时代,用户的注意力资源极其有限和宝贵。为提升广告传播效果,移动广告正朝着个性化和精细化的方向发展。对于企业和平台方而言,精准识别目标受众并进行有针对性的沟通是值得重点投入和优化的关键环节。除了传统的人口统计学特征、兴趣爱好、时间和地理位置等用户属性信息外,捕捉用户当下状态并匹配广告内容,是移动广告领域亟需解决的难题。 本文首先系统梳理了移动广告定位中的关键影响因素。现有研究大多关注时间和地理位置等明确的环境上下文,针对这些维度设计促销活动如优惠券派发等,旨在提高广告的触达效果。其次,本文回顾了有关用户身体姿势的研究成果,发现该领域的研究相对匮乏,尚未探讨用户设备持有姿势与广告特征之间的关系。本文从过往研究中发现身体姿势会影响用户的感官敏感度，从这一角度出发尝试探索广告视频中视觉刺激的相关特征是否会因用户身体姿势的差异而影响用户加工广告内容程度的差异。因此,本文深入梳理了图像复杂度的相关研究,提出了视频图像整体复杂度和视频图像复杂度动态性两个核心概念。基于认知资源理论,复杂程度更高、变化幅度更大的视频内容会占据更多的有限注意力资源,从而提高用户对广告内容的关注和感兴趣程度。在文献综述的基础上,本研究构建了理论模型并提出相应的研究假设。为验证所提出的理论模型及假设,本研究采用了实证分析的方法。本文利用来自某一社交媒体平台公司的用户广告浏览行为数据进行分析。数据分析结果表明,用户的设备持有姿势与广告视觉复杂度(包括视频图像整体复杂度和动态复杂度)存在显著的交互效应,这一交互效应对用户的广告点击行为产生了积极影响。具体而言,当用户设备持有姿势处于躺着状态时,相较于坐着状态,用户对广告的点击意愿会显著降低。然而,当向处于躺着状态的用户呈现视觉复杂度更高的广告内容时,用户的广告点击意愿则会得到有效提升。上述实证结果对于指导平台和企业制定有针对性的广告内容策略具有重要的实践意义。同时,本研究为广告平台建立用户状态探索模型提供了有价值的数据支持，有助于帮助平台更精准地把握用户当下的状态,匹配最合适的广告内容。
英文摘要：	In the current era of information overload, consumer attention resources are extremely limited and precious. Singular information presentation methods are increasingly struggling to attract and retain consumer attention. To enhance the effectiveness of advertising, mobile advertising is moving towards personalization and precision. For enterprises and platforms, accurately identifying target audiences and conducting targeted communication is a critical step worthy of significant investment and optimization. Apart from traditional user attributes such as demographics, interests, time, and geographic location, capturing users' current environmental context and state information, and matching suitable advertising content based on this information, is a pressing challenge in the mobile advertising domain. This study first systematically reviews the key influencing factors in mobile advertising targeting. Existing research largely focuses on explicit environmental contexts such as time and geographic location, designing promotional activities like coupon distribution to improve advertising reach. Secondly, this study reviews research on user body posture, revealing a relative scarcity of studies exploring the relationship between user device-holding body posture and advertising content processing effects. Drawing from prior findings that body posture influences sensory sensitivity, this study attempts to explore whether visual stimuli characteristics of advertising videos affect users' advertising content processing due to differences in their physical states. Consequently, this study delves into research on image complexity, proposing two core concepts: overall video image complexity and dynamic video image complexity. Based on cognitive load theory, more complex and dynamically varying video content would occupy more limited attentional resources, thereby increasing user attention and interest in advertising content, and ultimately promoting advertising click intention formation. Building upon the literature review, this research constructs a theoretical model and proposes corresponding hypotheses. To validate the proposed model and hypotheses, an empirical analysis method is employed. This study utilizes user advertising browsing behavior data from a social media platform company for analysis. The data analysis results reveal a significant interaction effect between users' device-holding body posture and advertising visual complexity (including overall video image complexity and dynamic complexity), which positively impacts users' advertising click behavior. Specifically, when users' device-holding body posture is in a lying position, compared to a sitting position, their advertising click intention significantly decreases. However, when presenting users in a lying position with higher visual complexity advertising content, their advertising click intention is effectively enhanced. These empirical findings have important theoretical implications for guiding platforms and enterprises in formulating targeted advertising content strategies. Simultaneously, this research provides valuable data support for advertising platforms to establish user state exploration models, aiding platforms in more precisely grasping users' current states and matching the most suitable advertising content.
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