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论文编号：	15341
作者编号：	2120233692
上传时间：	2025/6/6 8:39:27
中文题目：	视觉复杂度对短视频广告观看兴趣的影响研究
英文题目：	Research on the Influence of Visual Complexity on Viewing Interest in Short-form Video Advertising
指导老师：	任星耀
中文关键字：	短视频广告；视觉复杂度；观看兴趣；产品类型；性别
英文关键字：	Short-form Video Advertising, Visual Complexity, Viewing Interest, Product type, Gender
中文摘要：	随着互联网广告迅速发展，短视频广告成为了当前主流的广告形式。短视频广告具有时间短、内容精炼的特点，消费者在短时间内会迅速对短视频广告的视觉呈现形成印象并做出是否继续观看的决策。面对当前时代中注意力资源稀缺的消费者，如何设计短视频广告的视觉特征，吸引消费者的注意，提升广告效果，成为当前短视频广告领域亟需解决的难题。 回顾以往视频广告的相关研究，针对短视频广告这一视频广告类型的研究十分有限。观看兴趣作为广告效果的重要衡量指标，在已知的视频广告效果研究中尚未得到关注。此外，在短视频广告的影响因素研究中，仅有少数研究关注到了视觉特征，且均聚焦于视觉的特效特征（如慢动作等）。作为衡量视觉画面丰富度的重要指标——视觉复杂度，其对短视频广告效果的影响尚未得到关注。对视觉复杂度的研究进一步回顾，发现视觉复杂度研究在以下方面仍存在局限性：现有视觉复杂度研究集中在静态图片媒介中；以往研究中视觉复杂度的影响存在不一致的结论；当前视觉复杂度的研究中测量方式较为单一，多采用人工编码形式，尚未有研究采用真实世界的消费者数据对视频的视觉复杂度进行测量。本研究区分于以往研究，首次将视觉复杂度的媒介扩展到短视频广告领域，聚焦于整体的视觉复杂度，采用深度学习技术测量视频中的视觉复杂度，探究视觉复杂度对短视频广告的观看兴趣的影响。 在文献综述的基础上，本研究采用实证分析的方法，利用一家大型短视频平台的短视频广告数据和用户观看广告的行为数据进行分析。数据结果表明，短视频广告中的视觉复杂度与消费者的观看兴趣之间存在正U形关系，具体而言，当视觉复杂度较高和较低时，消费者对广告的观看兴趣高，当视觉复杂度为中等时，消费者的观看兴趣低。此外，当产品类型是享乐品（vs.功能品）时，或当消费者性别是女性（vs.男性）时，将提升视觉复杂度与观看兴趣之间的U形效应。本研究为广告平台和广告主提供了实践指导。平台可通过图像识别技术评估广告视觉复杂度，优化投放策略并提供定制化设计建议。广告主则可根据产品类型和受众特征，合理调整视觉复杂度，提升广告吸引力与商业效果。
英文摘要：	With the rapid growth of Internet advertising, short video advertisements have become a mainstream advertising format. Characterized by brief duration and concise content, short video advertisements require consumers to quickly form impressions based on visual presentation and decide whether to continue watching. In an era where consumer attention is increasingly scarce, a key challenge in short video advertising is how to design effective visual features that capture attention and enhance advertising effectiveness. A review of existing research on video advertising reveals that short video advertisements have received limited scholarly attention. In particular, viewing interest—a key indicator of advertising effectiveness—has been largely overlooked in prior studies. Moreover, among the few studies that examine the influencing factors of short video advertisements, most have focused on visual effects (such as slow motion), while neglecting other critical visual attributes. One such attribute is visual complexity, which reflects the richness of visual content. Its impact on the effectiveness of short video advertisements remains unexplored.Further review of the literature on visual complexity highlights several research gaps. First, most studies have focused on static images rather than video content. Second, the relationship between visual complexity and advertising effectiveness remains inconclusive, with some studies suggesting a linear relationship and others proposing a nonlinear pattern. Third, current research tends to rely on manual coding methods, lacking the use of real-world consumer behavior data to measure visual complexity in short video advertisements.This study addresses these gaps by being the first to extend the concept of visual complexity to short video advertisements. It focuses on overall visual complexity and employs deep learning techniques to objectively measure visual complexity in video content, investigating its impact on consumer viewing interest. Building on a comprehensive literature review, this study uses empirical methods to analyze short video advertisement data and user behavior data from a major short video platform. The results reveal a positive U-shaped relationship between visual complexity and consumer interest in short video advertisements. Specifically, when visual complexity is either high or low, consumer interest is elevated, whereas moderate complexity leads to lower interest. Additionally, the U-shaped effect is more pronounced when the advertised product is hedonic (vs. utilitarian) and when the consumer is female (vs. male).This study provides practical guidance for both advertising platforms and advertisers. Platforms can use image recognition technologies to assess visual complexity, optimize advertisement placement strategies, and offer tailored design recommendations. Advertisers, in turn, can adjust visual complexity based on product type and target audience to enhance the appeal and commercial effectiveness of short video advertisements.
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