IVB广告水平移动方向对受众认知水平及产品态度的影响研究  

The Influence of Horizontal Movement of Inner Video Banner Advertisements to Consumer Cognition and Product Attitudes

作　　者：廖以臣[1] 文琪 杜文杰[1] 廖佐江 Liao Yichen;Wen Qi;Du Wenjie;Liao Zuojiang(Economics and Management School of Wuhan University,Wuhan,430072;Wuhan University of Technology,Wuhan,430070)

机构地区：[1]武汉大学经济与管理学院,武汉430072 [2]武汉理工大学,武汉430070

出　　处：《珞珈管理评论》2019年第4期121-131,共11页Luojia Management Review

基　　金：国家自然科学基金项目“大数据驱动的消费市场的全景响应式营销管理与决策研究”(项目批准号:91746206);国家自然科学基金项目“移动时代全景营销模式:三元交互协同与产品一体化情感激发”(项目批准号:71672132)

摘　　要：随着网络视频市场体量的不断扩张,学界对于多元化在线视频广告研究的必要性逐渐提升。在诸多类型的视频广告中,IVB广告以其高性价比、灵活展示方式等特点得到了广告主的广泛青睐。本研究通过实证研究发现,IVB广告的水平移动方向对不同书写阅读方向(语言体系)受众的认知水平及产品态度的影响差异较大,当IVB广告水平移动方向与书写阅读方向一致时,受众对广告具有更高的认知水平及产品态度。The significance of online video advertisement research has been increasing with the expanding of the market of online video advertisements.Among various kinds of online video advertisement,IVB(inner video banner)advertisements have their advantages of high cost performance and flexible ways of presentation,so that preferred by brands.This article explores the influence of horizontal movement of IVB advertisement on consumer cognition and product attitudes,which demonstrated to be quite different in different cultures.Namely,when IVB ads move the same way with consumer s reading and writing direction,it will lead to higher consumer cognition and better product attitudes.

关 键 词：IVB广告 认知水平 产品态度 流畅性 

分 类 号：G206[文化科学—传播学]