原创力文档基于态度层面的网络广告心理效果分析-psychological effect analysis of online advertising based on attitude level.docxVIP
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基于态度层面的网络广告心理效果分析-psychological effect analysis of online advertising based on attitude level
AbstractWiththespreadinganddevelopmentofinternet,internetadvertisinghasbecomeoneofthemostimportantadformats.Internetadswillreachconsumer’scognitionfirst,andthenchangetheirattitude,eventuallyleadtopurchasebehavior.Wemadethreeresearchtoinvestigatehowthedifferentmotivation,adformat,productinvolvement,advertisingappealaffecttheimplicitattitudeandexplicitattitudeofinternetadvertising,andsimpleanalysisabouthowthepsychologicaleffectofinternetadsinattitudetransfertobehavior.Afterstatisticalanalysis,wecandrawsomemainconclusionsasfollow:Theadformat,productinvolvement,advertisingappealofinternetadsallhas
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